Research shows that a brand with a Share of Voice (SOV) that is greater than its market share will likely gain additional market share. With a greater SOV, opportunity is turned into sales wins and a company can capture a great market share. Excess SOV (eSOV) for small companies is especially important as it creates the conditions to increase market dhare when sales wins occur against a stronger competitor.
PR leaders are in the driver’s seat when it comes to building excess mindshare and measuring the corresponding SOV. The keys to success include understanding your buyers' persona and journey and crafting the right assets to be activated across all the channels where SOV is measured. Aligning/coordinating with campaigners is key; they focus on buyers, and PR focuses on the other constituents – investors/shareholders, influencers, media, etc. to keep your brand top of mind.
This blueprint will enable PR leaders to establish a baseline market share and build a strong SOV that contributes to Sales wins, identify key audience members and their high-interest topics, and gain C-suite support for a PR-led program and budget.