ImpactWatch

The Bivings Group, Hewlett-Packard and Porter Novelli together won the Platinum PR Award presented by PR News in the category of Research and Measurement. We are honored to be recognized for our development of HPWatch, a web-based platform that tracks and analyzes HP’s media coverage that is powered by our ImpactWatch product. The study, “A Swiss Army Knife for Measurement and Evaluation”, highlights the flexibility and breadth of the ImpactWatch monitoring and measurement tool.

A Little Bit about Our Project

HP’s original PR-measurement program lacked sophistication, required time-consuming manual processes and provided no insights into trends, competitors or campaign effectiveness. HP turned to PN and TBG to create a solution.

We worked through a series of interviews with stakeholders to determine the issues that the program needed to address. Porter-Novelli created a thorough outline of HP’s public relations initiatives and messages, mapping them to each of the company’s business lines. TBG customized a version of its ImpactWatch product, creating new modules to meet HP’s reporting requirements.

Working closely with PN, we developed policies outlining details such as tonality evaluation, created training materials and developed return on investment (ROI) calculations. To maintain objectivity, TBG developed subjective measures such as tonality, while PN used their expertise to identify coverage resulting from communication initiatives and events.

The project has been a huge success. HP’s Imaging and Printing Group now has a searchable database of six years’ worth of HP print, broadcast, online and blog coverage. In 2007 alone, the team wrote more than 150 reports with consistent metrics over nine market segments. The team has also used HPWatch to judge media event value, analyze product reviews, understand messaging effectiveness and compare coverage tonality. It truly is a Swiss army knife of evaluation.

We’d like to take this opportunity to thank all of the team members that helped in the venture. It was worth it (expect a picture of Chuck and me holding a trophy in the near future).

Clip sheets can be easily created in ImpactWatch (IW) to aid presentations, handouts, or general office gossip on the latest company news.  A clip sheet is a multipage document that contains not only summaries of the articles, but the full text as well.  Along with that, the clip sheet’s first page contains summary points such as the number of pickups, total reach, and dates.  Article summaries appear similarly to how they appear in the News section of IW with headlines, summary, tonality, and other important information.  Below is a step-by-step guide to creating one of these valuable clip sheets.

1. Login with your username and password, and then click on the News section in the right-hand menu.

2. Using the filters, select the appropriate range of articles.  You can filter articles by favorability, date range, type of article, and even search for specific key words.

3. Once you have selected the appropriate filters, click on Display.

4. When you are satisfied with the articles present, click the box next to Choose at the top right of the page to select Create Clip Sheet.

5. From this page, use the check boxes to select all of the appropriate articles for your clip sheet.  You can also check Select All to…select them all!

6. Next, click on the blue Create Clip Sheet button on the upper left (make sure that you have PDF or DOC selected as you would like it to appear).

7. A dialogue box will appear asking you if you would like to save or open the file.

8. Your clip sheet is now complete, and you can use IW to create as many as you would like.