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.
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
| Name | Actions |
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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.
| Name | Actions |
|---|---|
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Turn Share of Voice Growth Into a Strategic Weapon Storyboard
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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.
| Name | Actions |
|---|---|
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SOV Executive Presentation Template
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Onsite Workshop: Turn Share of Voice Growth Into a Strategic Weapon
Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Do-It-Yourself Implementation
The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.
Project Accelerator Workshop
You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.
Module 1: Alignment and Ideal Investor Defined
The Purpose
Educate, gain alignment, and validate.
Key Benefits Achieved
Key stakeholders are educated and aligned, Share of Voice contribution to market share is validated.
| Activities | Outputs |
|---|---|
| 1.1 Discuss the value of leadership in understanding the relationship between SOV and market share. |
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| 1.2 Outline the value of an omnichannel PR campaign to build a SOV and influence the market share. |
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| 1.3 Review the validated buyer persona and journey, brand health, and value prop. |
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Module 2: Master Investor List and Gathering Information
The Purpose
Define the campaign, resources, and budget.
Key Benefits Achieved
Budget is defined and resources are identified.
| Activities | Outputs |
|---|---|
| 2.1 Research current trends and topics. Create a list of potential topics. |
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| 2.2 Create a calendar and list the amount and type of content and needed resources to produce. |
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| 2.3 Evaluate SOV platforms and select one. |
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| 2.4 Create a budget based on the needed resources and cost of the platform. |
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Module 3: Build Assets and Gain Input
The Purpose
Develop content and coaching spokespersons.
Key Benefits Achieved
Content is defined and developed. Spokespersons are prepared.
| Activities | Outputs |
|---|---|
| 3.1 Discuss the assignment of content development based on the available resources. |
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| 3.2 Discuss the review and approval process for this content. |
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| 3.3 Discuss the need to coach key spokespersons. Verify bios and photos are accurate across all platforms. |
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| 3.4 Discuss developing a list of media contacts and key influencers and the need to keep it current. |
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Module 4: Verify Data Sources are Accurate and Interview Is Ready
The Purpose
Establish baseline SOV and explore media.
Key Benefits Achieved
Final preparations are completed.
| Activities | Outputs |
|---|---|
| 4.1 Discuss the implementation of the SOV platform and of setting a baseline. |
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| 4.2 Discuss the roles each department will play in the release of content. |
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| 4.3 Discuss the tracking of sales wins and understand how the campaign is affecting them. |
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Module 5: Final Prep Completed and Spokesperson Prepared
The Purpose
Launch, track outcomes, and refresh content.
Key Benefits Achieved
Confidence that everything is ready.
| Activities | Outputs |
|---|---|
| 5.1 Hold a “mock” release of assets and discuss tracking of outcomes to be used in the executive presentation deck. |
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| 5.2 Practice a “mock” presentation of the outcomes of the campaign. |
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| 5.3 Discuss ongoing posts and outcome tracking. |
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| 5.4 Discuss how needed changes in content will be determined. |
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