Competitive Benchmarking

Competitive benchmarking provides the intelligence to determine how you are perceived in the media against your competitors. A synthesis of media analysis and stakeholder research provides valuable answers for clients interested in understanding how they measure up to their competitors on a range of factors from financial performance and management accessibility to other factors you may identify for competitive benchmarking.

Competitive Benchmarking and Corporate Reputation

Competitive benchmarking helps you manage your corporate reputation and brand image by measuring the penetration of your proactive communications efforts, share of voice, favorability, and thought leadership perceptions compared to a peer group. Typically, Echo Research combines media tracking across print, broadcast and electronic outlets or opinion-former and stakeholder interviews to produce a comprehensive baseline competitive benchmark.

Competitive Benchmarking and Public Relations

Competitive benchmarking can help you leverage your public relations programs by providing insights and ensuing recommendations that ensure your PR messages respond to actual differences in media perception between you and your peer group. You can benchmark competitors’ media coverage on a Full basis (i.e. all cuttings for each competitor compared to client) or Partial (i.e. competitors only measured when they occur in client’s own coverage). A survey of analysts, journalists and opinion-leaders can provide evidence of how key stakeholder groups perceive you in relation to your competitors. Clients are generally concealed from the survey respondents within a competitor set so that comparisons may be made in terms of familiarity, favorability, reputation, relationships with journalists, press office capabilities, and other key factors that influence rankings in competitive benchmarking.