Topic: We’ve been using Meltwater as our new way showcase the business value of PR and media investment to senior executives in a way that’s fast, visual, and easy to understand. Those executives can, in turn, share this up to other executives or board members – justifying the spend with our agency.
Instead of traditional earned media reporting, our agency now uses Meltwater Mira to connect coverage and social performance to outcomes leadership actually cares about is a way that is easy to digest and that immediately showcases value.
Specifically, we use:
• Share of Voice ranking as a core metric to show how a brand is moving up (or down) against competitors over time.
• Sentiment analysis to demonstrate reputation impact, not just volume. This also allows us to get ahead of any negative sentiment, while showcasing positive sentiment as a proof point that consumers value what we are showcasing.
• Estimated reach and engagement across social platforms (X, Reddit, Instagram, Facebook) to show amplification beyond earned media. This extends media value for clients.
• Geographic and topic distribution to show where coverage is landing and what narratives are driving attention.
What’s been most valuable is how clearly Meltwater makes PR and media value visible at a glance. Senior leaders don’t want to interpret complex dashboards — they want to see reach, brand sentiment, evaluate risk, and track momentum in quick visuals. Meltwater Mira has allowed us to do this.
This approach will show attendees how using Meltwater Mira can support:
- Client retention
- Secure new clients
- Increase retainers
- Shift PR from a “cost centre” to a strategic growth channel
Why this topic matters
Agencies and marketing teams are under increasing pressure to prove impact in business terms, not just coverage and impressions. Senior leaders want clear, visual, defensible metrics they can use in budget, risk, and strategy discussions. This session shows how to translate earned media and social performance into executive-level metrics using Meltwater Mira — helping PR move from activity reporting to measurable business value. Attendees will learn how to present share of voice, sentiment, and reach in a way that supports client retention, budget justification, and growth.
Presenter: Nancy Ripton
Nancy Ripton is the President of Silver Lining Marketing and a senior marketing and communications strategist who works with brands including Cleveland Clinic, TD Bank, RBC Bank and Fountain Life by Tony Robbins to name a few. She is also a former journalist and editor-in-chief of publications ranging from Men’s Fitness, More, Globe and Mail, Oxygen, Glamour and more. She is experienced presenting to top executives and uses Meltwater to turn media and social insights into executive-ready reporting that supports client retention, new business, and increased retainers. She’d like to share how to make PR measurable, credible, and actionable.