Competitive analysis in PR has come a long way from just keeping tabs on media coverage or engagements. Today, it’s all about understanding the strategic choices behind how brands position themselves, the stories they tell, and how they connect with their audience in a real, meaningful way.
In this blog, we’ll explore how a fresh approach to competitive analysis can help your brand find its own voice and stand out in a way that feels genuine.
Your competitors aren’t who you think they are
Here’s a mind-bender: your biggest competitor might not even be in your industry. Sounds crazy? Let me explain.
Think about Netflix. Sure, they compete with Disney+ and Prime Video, but know who else they’re worried about? Gaming companies. TikTok. Even sleep. Why? Because they’re all fighting for the same precious resource: people’s attention.
This is where modern competitive analysis gets fascinating. While direct competitors are easy to spot, focusing only on them can lead to a narrow view. It calls for a more comprehensive approach, one that examines not just direct rivals, but also those who influence consumer choices in unexpected ways.
Who should you actually monitor?
- Direct competitors: The obvious ones (yes, still important)
- Indirect competitors: Brands solving the same problem differently
- Attention competitors: Anyone vying for your audience’s time and interest
- Future competitors: Emerging players who might disrupt your space
The data you must be tracking
Let’s get practical. Here’s what you should be tracking – and no, it’s not just Share of Voice that makes pretty PowerPoint slides but doesn’t tell you anything insightful.
- Story patterns: What stories are getting traction? Which ones are falling flat?
- Audience reactions: Not just likes and shares, but actual engagement.
- Are people talking about the story?
- Are they sharing personal experiences?
- Do they care, or is it just corporate noise?
- Media sweet spots: Where are competitors getting meaningful coverage?
- Which journalists consistently cover your space?
- What angles are they most interested in?
- What stories get followed up on versus one-and-done coverage?
Tracking these nuances moves you beyond surface metrics, giving you actionable insights that inform your strategy with precision.
ALSO READ: Not Every Number Counts; Select The Data That Matters
Finding your sweet spot (without copying everyone else)
Here’s where most brands get it wrong: they see competitors doing something successful and immediately try to copy it. That’s about as effective as wearing the same outfit as your cooler friend – it just makes you look like… well, a copycat.
Instead, use competitive analysis to:
- Spot the gaps: What stories aren’t being told?
- See overcrowded conversations: Where can you zag while everyone else zigs?
- Find fresh angles: How can you add a new perspective to existing discussions?
Pro tip: The “So what” factor
Every piece of competitive intelligence should pass the “So what?” test:
- “Competitor X was featured in Forbes” — So what?
- “Competitor X was featured in Forbes talking about eco-friendly packaging, sparking a big conversation about sustainability in our industry” — Now that’s worth paying attention to!
The bottom line
Tracking every move competitors make only gets you so far. The real advantage comes from understanding the broader conversation landscape and finding your unique place in it. The goal isn’t to be better than your competitors at telling their story. It’s to be the best at telling yours.
Looking for a way to streamline your competitive analysis? Media Meter is a media monitoring software that provides real-time tracking and actionable insights tailored to brands in the Philippine market. Contact us today or see our sample reports to see how we can help you.
