How earned media drives consumer behavior

One of the biggest challenges for PR pros is understanding how their efforts influence consumer behavior. Connecting earned media content to behavioral outcomes such as website visits and activity, which ultimately result in more customers, sales and brand loyalists, has traditionally been challenging.

Today, we have PR measurement technology that can do just that.

At Onclusive, we recently took a deeper look into our global PR measurement data and uncovered some surprising insights about the relationship between different media attributes and desired consumer actions.

Our study sought to understand how predictive earned media characteristics – such as publication authority, brand relevance, brand engagement and sentiment – are of an individual article driving brand website traffic and actions.

The insights from this study could change how you approach your work as a PR professional, so let’s take a closer look.

Publication reputation and consumer behavior

Publication reputation is the overall authority of a media publication based on its “tier.”

The higher the reputation, the greater the likelihood that an article will rank highly in online search results.