Media coverage analysis as a tool to measure PR performance Sanda Rieksta Public Relations Manager
Media relations On November 30, the national weekly women s magazine «Ieva» published an interview with the CSB President «To See Life Behind the Numbers» The magazine has the largest number of readers in Latvia reaching 89% of population aged 15-74* *National press audience research results 2
Media relations On November 29, national newspaper «Neatkarīgā Rīta Avīze Latvijai» published an interview with the CSB President «GDP Uniqueness is Too Exaggerated» 3
Media relations On January 20, the legislation portal of the Republic of Latvia published an interview with the CSB President «There is nothing mystical about statistics» 4
Media relations need media monitoring After the CSB President s appearance on TV morning news, on August 30, another national newspaper «Diena» published a caricature depicting the upcoming Latvian population census and quoting Mrs. Žīgure: «People will not even notice that they have been counted» 5
Media monitoring analysis 19% in Russian; 29% of reached audience 81% in Latvian; 71% of reached audience 1000 900 800 700 600 500 400 484 Statistics Latvia media mentions last 12 months 638 677 718 761 739 710 661 581 553 507 875 97% of secondary; 3% of primary importance 300 200 100 0 VI 2016 VII VIII IX X XI XII I II III IV V 2017 Total 7904 6
Media monitoring analysis Statistics Latvia in different media segments last 12 months 250, 3% 167, 2% National Radio top channel by audience reached 770, 10% 929, 12% 499, 6% 2883, 37% 2406, 30% Online media News agencies Radio National press Regional press TV Magasines Total 7904 7
Media monitoring analysis TOP 3 News agency 1 News agency 2 portals of national newspapers 1600 1400 1200 1000 800 600 400 200 0 Statistics Latvia by TOP media last 12 months 1478 928 278 249 231 212 197 171 164 159 156 156 150 148 137 134 130 122 120 by number of mentions 8
Media monitoring analysis 1600 1400 35 M Statistics Latvia by TOP media last 12 months 5.3M TOP 3 National Radio News portal Commercial radio 1200 1000 800 600 400 200 35M 35M 16M 12M 6.5M 12M 12M 12M 8.7M 7.9M 6.5M 3.2M 3.2M 3.9M 3.6M 2.9M 2.2M 0.8M 0 0.8 M by audience reached 9
Media monitoring analysis 50-25 + - 24 GDP 13 industry 6 inflation 4 other 3 transport + 22 other 2 demography 1 employment Total 7904 10
Media monitoring analysis Statistics Latvia TOP 10 press releases last 12 months Social statistics are the most covered domain in the media due to their closeness to the everyday life of citizens 1 Population 2017 2 Inflation March 3 Employment 2Q 4 Wages 2016 5 Demography 2Q 5 Demography 3Q 54 49 44 44 65 100 6 GDP 3Q 38 7 Population #2 2016 35 7 SILC data on health care 2016 35 8 GDP 1Q 34 9 Inflation June 33 10 Unemployment 1Q 31 13 Midsummer 2016 28 0 20 40 60 80 100 by number of mentions 11
Media monitoring analysis Economic data (GDP, inflation) has a bigger impact on audiences due to the most extensive coverage in the national media Statistics Latvia TOP 10 press releases last 12 months 23 M 6 GDP 3Q 23 M 3 Employment 2Q 18 M 7 Population #2 2016 16 M 1 Population 2017 5 Demography 3Q 14 M 15 M 5 Demography 2Q 14 M 12 Inflation August 9 Inflation June 12 Inflation October 12 M 12 M 11 M 13 Midsummer 2016 11 M 11 M 0 10 20 30 40 50 60 70 80 90 100 by audience reached 12
Media monitoring analysis How to better sell your story: include regional data whenever possible, especially when promoting data in regional media (population, SILC data, tourism, etc.) add neighbours data when possible; in Latvia EE, LT data appeal (3B Women's day release was TOP 1 in March) releases published on national holidays work stick with KISS (keep it short and simple) Hot topics attract media attention. It is worth organising a press conference to increase audience reach 13
TOP Twitter and media releases Midsummer 2016 (10700) Midsummer 2016 (28) Eurostat data on vocational education (5660) Demography 2Q (44) Most popular women s names (23120) Employment 2Q (54) 14
TOP Twitter and media releases Women & men in LV (4000) Inflation August (29) Data on self-financed studies (12500) Demography 3Q (44) Latvia as 100 people (5480) Employment 3Q (29); Inflation October (29) 15
TOP Twitter and media releases Christmas tree lights import data (6730) Foreign trade October (20) Population grid map (15500) Industrial production November (14) Demo data married and unmarried (24090) Wages 2016(49) 16
TOP Twitter and media releases 3B Women's day info graph (6890) 3B Women's day release (25); SILC data on ability to make ends meet (25) Year book, map passenger traffic, rail (15500) Inflation March (65) Population 2017 (13800) Population 2017 (100) 17
TOP Twitter and media releases More interactions with tweets + visual (map, graph, picture) publications infographs Demography 2016 infographs in Twitter/FB reached the biggest number of interactions 18
www.csb.gov.lv @CSB_Latvia sanda.rieksta@csb.gov.lv