Strategy, Research
& Analytics.
Communications without strategy is noise. Strategy without measurement is guesswork. We build the analytical foundation that makes international PR programmes evidence-led, accountable and continuously improving.
Service overview
The intelligence layer behind every programme.
Most PR agencies measure what is easy to measure: press clippings, media impressions, share of voice. These are outputs, not outcomes. They tell you what happened. They do not tell you whether it worked.
GlobalCom's Strategy, Research & Analytics practice is built around one question: did this move the business? We design KPI frameworks before the programme starts, not after. We conduct the research that tells you what your target audiences actually think, not what you assume they think. And we report against metrics that your board would recognise.
The practice operates as both a standalone service — for organisations that need communications strategy before they can brief an agency — and as the intelligence layer embedded in every GlobalCom programme.
What Strategy, Research & Analytics covers.
Communications Strategy
The programme design that comes before the execution. Market entry communications, repositioning strategies, launch planning, crisis preparation frameworks and multi-market campaign architecture.
- International communications programme design
- Market entry and launch strategy
- Repositioning and narrative strategy
- Stakeholder mapping and prioritisation
- Crisis preparedness frameworks
- Agency briefing and RFP support
Research & Insight
Evidence-based understanding of how your company, product or leadership is perceived — before, during and after a programme. Primary and secondary research, translated into actionable communications intelligence.
- Media audit and coverage analysis
- Competitor share of voice benchmarking
- Stakeholder perception research
- Editorial landscape mapping by market
- Journalist and analyst database profiling
- Industry narrative and trend monitoring
Measurement & Analytics
A reporting framework that connects PR activity to business outcomes. Designed at programme start, not retrofitted at programme end. Consistent across every market in the programme.
- KPI framework design (outputs, outtakes, outcomes)
- Share of voice tracking across markets
- Media quality scoring (tier, sentiment, message penetration)
- Executive visibility tracking
- PR-attributed web and lead impact analysis
- Quarterly programme performance review
Evidence-led.
From day one.
Baseline research
Before the programme starts, we audit the current state: media coverage, competitor positioning, stakeholder perceptions, share of voice. This is the baseline everything else is measured against.
KPI and measurement design
We define what success looks like before we start. Output metrics (coverage volume, tier distribution), outtake metrics (message penetration, share of voice), outcome metrics (attributed leads, awareness shifts). Agreed with the client at kick-off.
In-programme intelligence
Monthly tracking of programme metrics. Trend identification. Course-correction recommendations. The data informs decisions in-programme, not just at review.
Quarterly and annual review
A structured review connecting PR activity to business outcomes. What moved. What did not. What the data says the next quarter should prioritise. Presented to marketing leadership or the board, not just the communications team.
We cover the sectors where it matters most.
One framework.
Every market.
The challenge in multi-market measurement is comparability. A top-tier placement in Germany is not the same as a top-tier placement in Brazil. Media quality frameworks must account for market size, publication reach and business relevance — otherwise the data is misleading.
GlobalCom's measurement framework is calibrated per market and reported in a single consolidated dashboard. You see a true comparison of programme performance across countries — not a collection of incompatible national reports.
- →Market-calibrated quality scoring — not one-size-fits-all metrics
- →Consolidated monthly dashboard across all programme markets
- →Quarterly board-ready performance reports
- →Independent research capability — fielded in 100+ markets
Ready to build a programme you can actually measure?
Tell us your markets, your objectives and what you are currently measuring. We will design a framework that works.