Train, aim, shoot. Analyse the hits. Get better. PR and archery have more in common than you would think. However, even a perfectly prepared shot does not always hit the bullseye. To find out exactly why, you need to check where the arrow landed.

That is why we always put our PR target under the microscope. Were the messages understood? Did we reach the defined target groups? Did our actions have the desired effect? Without answers to these questions, PR is just groping in the dark. Not only does success remain uncertain; the opportunity to utilise any potential for optimisation is also passed up.

To make not just the result but primarily the effect of communication processes fully transparent, we have developed our own method for media response analysis. It includes an individual analysis design, which we flexibly adapt to the specific requirements of our customers. Our results provide a quantitative and qualitative evaluation of the media reporting, enabling a reliable assessment of the situation to be made.

Market and opinion research, studies, image and reputation analyses in close co-operation with well-known partners round off the evaluation service we offer.

wbpr has developed its own method for media response analysis. The analysis design can be flexibly adapted to customer requirements and the specific PR concept. Both the quantity and the quality of media reporting are recorded:

• To what extent have my target groups been exposed to media reports about company X or issue Y? (Quantity)
• How positive / negative was the effect of the media reporting on my target groups? (Quality)

The design of the wbpr media response analysis offers almost unlimited scope, including comparative competitor analysis, monitoring of individual PR messages and evaluation by specific media.