Developing and Documenting Search Terms

Are you frustrated by clients asking, “Why wasn’t this specific coverage included in our PR report?”  or by having your agency accused of “missing coverage”?  I think this is a very valid problem for agencies.  It is not uncommon for clients and agencies to have misunderstandings about coverage reports.  But, I have found that establishing and documenting clear search terms can be a good way to avoid these kinds of problems.

Clarify

When you work with your client to establish a definite list of targeted search terms, you can decide together what is worth measuring and what is not.  As you begin to use search terms in your tracking, it is important to explain to your clients that they can expect reports to reflect only coverage that includes one or more of their key terms.  Then reinforce the fact that measurement is not meant to cover everything, only the most important information.  If all coverage is tracked, they will just be inundated with too much information that is hard to analyze and doesn’t help them meet their goals.

Agree

If specific keyword terms are generated together with an agreement that they are appropriate based on PR and business goals, then a client has no reason to get upset when a piece of coverage that doesn’t fall under the established terms is excluded.  (Of course, that doesn’t necessarily mean  clients won’t ever question reports!)  Remember to document which 10 – 20 terms will be used, to protect yourself from any future problems.  It may be necessary to gently remind clients that there are budgetary and strategic reasons behind capturing their data.  And clients will likely respond better if you have documentation of your agreed upon search terms available for reference.

Great Results

Once you begin creating reports with your data, both you and your clients will see the benefit of a well defined search strategy.  This type of PR measurement produces great results, which means satisfied clients.

If you want to learn about Wallop! OnDemand’s PR measurement and monitoring services, visit www.wallopondemand.com, request a Wallop! demo, or contact me directly:  kristin@wallopondemand.com

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