Turn Share of Voice Growth Into a Strategic Weapon

PR leaders that build brand Share of Voice across paid, earned, and owned media that exceeds actual market share will enable market share growth vs. key competitors.

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Member Challenge

PR leaders are in the driver’s seat when it comes to building excess mindshare and measuring the corresponding SOV. The keys to success include understanding your buyer’s persona and journey and crafting the right assets activated across all the channels where SOV is measured. Aligning/coordinating with campaigners is key; they focus on buyers, and PR focuses on the other constituents – investors/ shareholders, influencers, media, etc. to keep your brand top of mind.

Our Advice

Critical Insight

Our research shows that as a PR lead starts to implement a Share of Voice (SOV) campaign, they face many obstacles including:
A lack of alignment and understanding by leadership about how Share of Value affects market share.
A baseline of SOV and market share and budget to pay for a SOV measurement platform.
Budget to hire external resources to write and produce content.

Impact and Result

This SoftwareReviews blueprint provides the PR lead with guidance and tools to develop and execute an SOV campaign, the guidance to determine current market share and tips on selecting a platform to track changes.

Use this blueprint to:

Gain alignment between C-suite and Sales on a PR campaign to build SOV.
Identify tools to establish a baseline of SOV and market share and to track changes.
Implement the needed systems integration to ensure top-of-funnel arrivals attracted by PR awareness campaigns get tagged with PR attribution.

Research & Tools

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1. Turn Share of Voice Growth Into a Strategic Weapon – This blueprint shows how public relations can build Share of Voice (SOV) to increase market share and helps you select an SOV platform.

By following this step-by-step process, the PR lead can help leadership understand the value of SOV as it affects market share. It will also provide guidance on how to select a SOV platform subscription and establish systems to track PR attribution.

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Turn Share of Voice Growth Into a Strategic Weapon Storyboard

2. SOV Executive Presentation Template – This template can be used to define market share and track PR attributions. It also enables you to track needed assets.

This deck enables you to determine market share and determine available assets and needed new assets. This tool can be used to present details to leadership.

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SOV Executive Presentation Template

Need Help?
Speak With an Advisor

Get the help you need in this 3-phase advisory process. You'll receive 14 touchpoints with our researchers, all included in your membership:

Guided Implementation 1 - Educate, Validate, and Define Campaign
1. Call 1: Discuss the importance of a strong SOV and how it can increase your market share. Outline the steps involved.
1. Call 2: Discuss the importance of alignment with the C-Suite to the value of an omnichannel PR campaign to build SOV and influence market share.
1. Call 3: Discuss the importance of identifying the current market size, a healthy brand, and a clear value prop. Cover the tools available to assist in evaluating these areas.
1. Call 4: Discuss the importance of a clearly defined buyer persona and journey and how content must have a high value to keep interest.
1. Call 5: Discuss researching topics and developing a PR campaign with a calendar. This will enable you to determine the needed resources.

Guided Implementation 2 - Build Campaign
1. Call 1: Discuss researching SOV platforms and creating a budget.
1. Call 2: Discuss content development based on the topics defined in an early phase.
1. Call 3: Discuss coaching key spokespersons for interview opportunities and ensuring bio and photos are accurate on all platforms.
1. Call 4: Discuss the development of a list of media contacts and key influencers. Create a list of these contacts and document outreaches.
1. Call 5: Discuss the importance of using all channels and being consistent in the messaging and asset release. This step will be ongoing, based on the approved calendar.

Guided Implementation 3 - Launch and Measure Outcome
1. Call 1: Discuss the importance of establishing a baseline for SOV and market share before the assets are released. After release, ensure tracking is in place. Track other media opportunities.
1. Call 2: : Discuss working with Sales to track wins and how the PR campaign is improving close rates.
1. Call 3: Discuss the collection of outcomes to prepare the deck to present to the C-suite. This needs to be completed monthly.
1. Call 4: Discuss steps on how to continue the campaign, tracking outcomes and keeping leadership informed.

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Author

Barbara Riedel