Verify that improvements to media coverage measurement have held six months after they were introduced.
Building Strategies to Measure Media Coverage and Its Impact
A concise, decision-focused programme covering media coverage measurement end to end.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Most disappointing results in media coverage measurement trace back to an audience defined too broadly. Activity in this strand of marketing and commercial practice is easy to generate and easy to mistake for progress. The difficulty is not agreeing that the practice within marketing and commercial practice matters — it is deciding what to stop doing to make room for it. The material serves both public bodies and commercial organisations dealing with media coverage measurement. Participants develop a defensible line of reasoning for the choices they make about the wider marketing and commercial practice agenda. Post-incident reviews keep identifying weaknesses in this area of marketing and commercial practice that were visible long before the incident. It treats media coverage measurement as an operating discipline and equips participants to run it as one. The teaching approach is deliberately practical: participants build a go-to-market plan for this aspect of marketing and commercial practice as they go. It ends with a prioritised list of changes to this area of marketing and commercial practice that the participant is prepared to defend internally.
Expected Learning Outcomes
Handle objections in media coverage measurement without conceding position immediately.
Select indicators that show whether media coverage measurement is improving, and reject those that only look useful.
Assign clear ownership for each element of media coverage measurement across the functions involved.
Align marketing and sales handover within media coverage measurement so leads are not lost.
Protect the brand while pursuing short-term targets in media coverage measurement.
Design the retention and win-back approach for media coverage measurement.
Who Should Attend
Those responsible for briefing external stakeholders on media coverage measurement.
Business development managers pursuing opportunities in media coverage measurement.
Marketing managers responsible for media coverage measurement.
Product managers whose proposition depends on media coverage measurement.
Managers in small and medium organisations who own media coverage measurement alongside other duties.
Brand and communications specialists shaping media coverage measurement.
Course Modules
Media coverage measurement: positioning and the honest claim
2 sessions · 8 pointsSession 1Where media coverage measurement typically breaks, and why
- Choose the next segment for media coverage measurement and state why it is next.
- Identify the data already collected that bears on media coverage measurement.
- Review whether short-term tactics on media coverage measurement are damaging the brand.
- Confirm that reporting on media coverage measurement reaches the people who can act.
Session 2The claim about media coverage measurement competitors cannot copy
- Compare the cost of media coverage measurement with the cost of its absence.
- Write down the assumptions underpinning the approach to media coverage measurement.
- Plan the sequence in which improvements to media coverage measurement will be introduced.
- Define acceptance criteria for media coverage measurement in advance.
Media coverage measurement: channels, content and creative
2 sessions · 8 pointsSession 1Defining the audience for media coverage measurement narrowly enough to matter
- Map the decision journey for media coverage measurement and mark where the choice is actually made.
- Assign responsibility for keeping documentation of media coverage measurement current.
- Write the positioning claim for media coverage measurement and test whether a competitor could say it too.
- Design the retention action triggered when a customer of media coverage measurement goes quiet.
Session 2Making media coverage measurement work when resources are constrained
- Set out how exceptions to media coverage measurement are requested and approved.
- Set escalation thresholds for media coverage measurement that work out of hours.
- Compare cost of acquisition against value in media coverage measurement.
- Structure pricing for media coverage measurement against perceived value.
Media coverage measurement: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1The handover between marketing and sales in media coverage measurement
- Build the content that answers the buyer's real question about media coverage measurement.
- Test creative for media coverage measurement at small scale before full commitment.
- Describe the buyer for media coverage measurement specifically enough to name who is excluded.
- Identify single points of dependency in media coverage measurement and reduce them.
Session 2What to measure in media coverage measurement and what to ignore
- Define the trigger that would require media coverage measurement to be redesigned.
- Build the report on media coverage measurement that answers whether to spend more or less.
- Draft the minimum viable go-to-market plan for media coverage measurement.
- Estimate the resource media coverage measurement requires to run as designed.
Media coverage measurement: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Keeping customers acquired through media coverage measurement
- Map the handovers in media coverage measurement between functions and secure them.
- Test the procedure for media coverage measurement against a realistic scenario.
- Set the review interval for media coverage measurement and who attends.
- Define the handover point between marketing and sales in media coverage measurement.
Session 2Handling the objection to media coverage measurement that ends most conversations
- Set objectives for media coverage measurement in revenue terms with a timeframe.
- Set the discount authority for media coverage measurement and require justification.
- Document the sales process for media coverage measurement so a new joiner can follow it.
- Agree the attribution model for media coverage measurement and state its known limits.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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