OTTAWA – Ever wonder just how much a front page story actually does for your bottom line?
Most likely a great deal, according to a recent MediaMiser report that studies potential correlations between media coverage and business outcomes.
According to the report – featuring an analysis of Toyota Motor Corp.’s U.S. media coverage from January to May of 2011 – the overall number of Toyota-related articles and media mentions showed a direct correlation with that company’s sales figures.
As media mentions of Toyota climbed, sales figures did the same. And as media mentions dropped – well, you get the idea.
It’s a conclusion MediaMiser president Chris Morrison says many firms would be wise to heed. “This study clearly shows a connection between media coverage and a company’s sales figures,” said Mr. Morrison.
“It’s also an excellent indicator of why all organizations need a coherent media engagement strategy, one that includes measurement and assessment media coverage at regular intervals.”
MediaMiser, a leading traditional and social media monitoring and analysis firm, is based in Ottawa and was founded in 2003.
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