{"id":2473318,"date":"2019-01-11T00:00:00","date_gmt":"2019-01-11T00:00:00","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/keeping-an-eye-on-the-competition\/"},"modified":"2021-10-06T05:03:36","modified_gmt":"2021-10-06T05:03:36","slug":"keeping-an-eye-on-the-competition","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/pr-tips-trends\/keeping-an-eye-on-the-competition\/","title":{"rendered":"Keeping an eye on the competition"},"content":{"rendered":"

So, how do you keep an eye on your competitors?<\/h2>\r\n\r\n\r\n\r\n

 <\/p>\r\n\r\n\r\n\r\n

One of the best and easiest ways to keep watch is to audit your competitors\u2019 communications. It requires you (or your agency) to keep an eye on (as well as an ear out) for what they are saying.<\/p>\r\n\r\n\r\n\r\n

The right places to look and listen include their web sites, social channels, podcasts, blogs, annual reports, newsletters, media coverage, advertising, community partnerships and investor updates.<\/p>\r\n\r\n\r\n\r\n

You will be auditing key messages, share of voice and levels of engagement. If their communications are in-sync with their corporate strategy you\u2019ll glean insights into their strategic positioning and core messages.<\/p>\r\n\r\n\r\n\r\n

Better still, you\u2019ll be able to compare the uniqueness of your own voice and position in the market.<\/p>\r\n\r\n\r\n\r\n

Often communications audits are considered to be an internal stocktake of a company\u2019s actions and outputs. Yet, a competitive audit\/analysis (such as\u00a0this example<\/a>\u00a0from our San Francisco agency, Landis Communications) is an outward-looking check on your competitors.<\/p>\r\n\r\n\r\n\r\n

An analysis of the findings can tell you as much about your company as it does your competitors.<\/p>\r\n\r\n\r\n\r\n

So, what are a few tips for using a communications audit to seize a competitive advantage?<\/p>\r\n\r\n\r\n\r\n

    \r\n
  1. Identify the competitors which are worth watching<\/strong><\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n

    Companies come in all shapes and sizes. Be prepared to rank and audit competitors which hold a variety of insights, representative of your market e.g. leaders, followers, innovators<\/p>\r\n\r\n\r\n\r\n

    2. <\/strong>Agree<\/strong> the traits, metrics for comparative analysis<\/strong><\/p>\r\n\r\n\r\n\r\n

    Ask yourself what measures of comparison resonate with your people: message vs promise, tone vs noise, engagement vs reach, influence vs impact. Agree which are the most salient.<\/p>\r\n\r\n\r\n\r\n

    3. Select the media, channels (and analytics) to watch<\/strong><\/p>\r\n\r\n\r\n\r\n

    Start with the low-hanging fruit. A scan of the most accessible channels e.g. social media, web sites and blogs is the first step. Use the analytics on each platform to collate the data.<\/p>\r\n\r\n\r\n\r\n

    \u00a04. Check what messages people are actually hearing <\/strong><\/p>\r\n\r\n\r\n\r\n

    Message received is not the same as message sent. So, if the budget and time permit, ask your audience what they hear and see in your competitors\u2019 communications (and yours).<\/p>\r\n\r\n\r\n\r\n

    \u00a05. Think visually when it\u2019s time to share the findings<\/strong><\/p>\r\n\r\n\r\n\r\n

    A picture paints a thousand words. More people will grasp the meaning in the data if it is analysed and presented using diagrams, graphs, word clouds and\/or x-y axis, for example.<\/p>\r\n\r\n\r\n\r\n

    So, when is the right time to do a competitive communications audit?<\/p>\r\n\r\n\r\n\r\n

    In our work as an agency which specialises in sustainability communications, keeping an eye on our clients\u2019 competition is an essential part of a materiality test. In sustainability circles it\u2019s part of what\u2019s called a \u201cpeer review\u201d. It happens every three to five years, as part of a company\u2019s strategic planning cycle.<\/p>\r\n\r\n\r\n\r\n

    If you\u2019ve not used a communications audit to keep an eye on your competitors, do one in 2019.<\/p>\r\n\r\n\r\n\r\n

    There\u2019s a size of competitive communications audit to match every budget. From a minor desktop audit that reviews online communications to a major review that incorporates qualitative research.<\/p>\r\n\r\n\r\n\r\n

    The first step is to contact your trusted communications advisor. Hopefully, they\u2019re a PRGN member.<\/p>\r\n\r\n\r\n\r\n

     <\/p>","protected":false},"excerpt":{"rendered":"

    So, how do you keep an eye on your competitors?   One of the best and easiest ways to keep watch is to audit your competitors\u2019 communications. It requires you (or your agency) to keep an eye on (as well as an ear out) for what they are saying. The right places to look and […]<\/p>\n","protected":false},"author":76,"featured_media":2473319,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[1272],"tags":[1483,1517,1530,1520,1472,1531,1460,1266,1524,1488,1267,1268],"coauthors":[],"class_list":["post-2473318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-tips-trends","tag-communications","tag-content-marketing-strategies","tag-currie-communications","tag-global-public-relations","tag-influencer-marketing","tag-mark-paterson","tag-online-reputation","tag-pr","tag-pr-companies","tag-pr-strategy","tag-prgn","tag-public-relations"],"acf":[],"yoast_head":"\nKeeping an eye on the competition - PRGN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prgn.cullencommunications.ie\/es_es\/pr-tips-trends\/keeping-an-eye-on-the-competition\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keeping an eye on the competition - PRGN\" \/>\n<meta property=\"og:description\" content=\"So, how do you keep an eye on your competitors?   One of the best and easiest ways to keep watch is to audit your competitors\u2019 communications. 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