The document discusses EMC's shift from disorganized PR monitoring to standardized reporting using the PROP tool. It summarizes key changes, including a focus on impact over just volume, standardized reports, clear metrics and targets. Executives now see comparative data like coverage growth rates over time. The PROP tool provides automated impact scoring and agencies enter tiered publication lists. Targets are set and results tracked to motivate agencies and react before missing goals.
The publications that we really care about......where – if we don’t get coverage – your phone starts ringing Consider simply the essential publications for EMC and for each Campaign/Business Unit
Item TypeBrand = thought-leadership, issues-basedCorporate = earnings, executive profiles and appointments, etc.ProductSolution = general coverage of EMC capabilities at BU level: e.g. security, backup & dedupe, virtualisation, case management, etc. 8. Item Prominence = size and length of the coverage9. EMC Prominence = our positioning in the coverage