MUMBAI: Media research firm Tam through its special PR and content analysis division, Eikona PR Track has observed the increasing need to monitor and analyse PR and Media editorial efforts undertaken by companies across industries.
Therefore it has decided to lay special focus on media (editorial and content) measurement and analysis across TV, newspapers, magazines, internet and trade journals. This will be done through the exclusive agreement between Eikona PR Track and Esha News Monitoring Service, India's premier full-fledged news monitoring agency. This tracks more than 90 TV channels within India.
Eikona PR Track has established facilities that will come up with various levels of in-depth studies that will showcase the use & effectiveness of PR by different product categories, companies, brands and even CEOs. Tam states that the reports and analysis from Eikona PR Track will be of tremendous value add for company professionals across the management structure - right from the CEO to the sales and marketing team in the grass root level. Tam states that it has deployed highly specialised professionals to look at various levels of analysis that will result in increased understanding of integrated communications.
Eikona PR Track will leverage its exclusive technical collaboration with Media Measurement Limited (MML) UK a media and content measurement firm. Tam states that television is playing an increasing role in the PR and content war game. To provide a perspective of news channels alone, if one just looks at the 25 news channels currently in India, a corporate has to monitor 20,000 hours (or one million minutes) of news every month. This calls for a dedicated and a specialised service
Esha News Monitoring Service, director R S Iyer says, "It is a strategic milestone for our organisation to have got associated with TAM Media Research. On the basis of our experience and feedback gathered over the past 6 years, our tie-up with Eikona PR Track will definitely go a long way in bringing highly specialised and timely TV content analysis. We are sure this will be a mutually beneficial relationship for both of us and the industry."
Tam Media Research VP Atul Phadnis says, "PR is increasingly finding its place in Board Room discussions. PR and media content is being used at all levels of the management structure, to create a sound company perception, brand loyalty and its CEO's leadership. No doubt, this tool is also now being brought under the ROI scanner - something that proves that PR is very effective".
Eikona PR Track aims to generate analysis that will uncover untouched areas in the PR and Content measurement field. The results will be of huge academic and professional interest for the entire industry - be it advertisers, management educational institutes, PR Agencies and most importantly, the entire marketing set up of a Company.
"The interesting part is that in today's environment, the senior most marketing team of any company in any industry has to keep an eye on monies moving into various marketing communications baskets - Advertising, Press Relations, Direct Marketing, below the line activities etc. Our analysis will not only enable the advertiser to equate ROIs on the various media coverage led initiatives but also examine the effectiveness of PR efforts as a whole - whether at a national level, regional or local level. The study will even be of high value for the sales and distribution team of the company" adds Phadnis.
