PR Brand Acceleration

MSL PR Brand Acceleration evolved from an analytical methodology to an automated software for measuring PR coverage in media, incorporating search intent data from consumers. The industry has been struggling for years to show the direct effect of PR because there is a lack of measurement solutions that provide quality data of the coverage.

MSL’s technological solution allows us to give thorough analysis of brand’s PR coverage in traditional media and indicates the effect of the campaign directly into consumer’s interest of topics during and after the time of the campaign. The innovation we did in 2024 in PR Brand Acceleration was to include search data from the innovative AI tool that gathers and analyzes search data from various online platforms (Search Listening), called SearchBuzz. This to justify the effect of PR campaigns of brands on the consumers’ search behavior.

In this way, we combined successfully technology with data to allow businesses to have value insights about their PR exposure in media and if it has sparked an interest in consumers’ search behavior.

The PR Brand Acceleration supports MSL Sofia to work towards further positioning the PR function as more strategic because it connects data, KPIs and strategy with results linked to brand’s marketing goals. With this technological and data improvement, we successfully had different PR campaigns that showed how each brand’s media exposure has impacted the interest of people right after the campaign.