Petra Masinova, global director, reputation intelligence at Kantar, on the PRmoment podcast

This week we’re changing tack again with the second of our mini series of podcasts looking at the use of data, technology and insight in communications.

On the show is Petra Masinova, global director, reputation intelligence at Kantar.

Petra has worked in senior in-house roles – so she understands what senior communicators want and need from their communications. She has also had big agency experience – having been CEO of McCann Worldwide in Prague.

Petra has been the global CEO of Newton Media (a big European media measurement firm) before moving to the southern hemisphere’s biggest measurement player – iSentia as a global director.

So she understands all aspects of PR’s data challenge – in-house, agency, national, international and technical.

For those of you that don’t know WPP recently sold a 60% stake in Kantar to Bain Capital, the US private equity company in a deal expected to yield £2.47 billion to WPP and valuing Kantar at approximately $4bn.


Here is a summary of what Petra and I discuss:

[00:02:31] How the media monitoring and media measurement sector has changed in the last 10 years. 

[00:03:14] Why the head of comms or head of corporate communications role today is much more challenging than it used to be. 

[00:06:23] How the PR professionals are now looking for marketers’ budgets. 

[00:06:28] Why the broadening of PR’s remit is impacting the measurement KPIs.

[00:08:40] How global and local companies are measuring their reputations.

[00:10:33] Are companies spending more on data and insight more than they used to? 

[00:11:34] Why the most important thing for a data provider to deliver is relevancy and context.

[00:13:01] How the next step for the measurement firms is to be able to deliver predictive intelligence.

[00:14:27] Why consumers behaviour in social media is more predictable than that of journalists.

[00:15:20] How the current generation of head of communications have different priorities than their predecessors. 

[00:16:03] Why data is no longer a support metric communicators – it's an illustration of whether or not people are good at their jobs.

[00:16:50] A discussion about integrated measurement in businesses where there are normally multiple consumer touch points within the organisation.

[00:21:32] What do comms people want from their measurement and insight partner? 

[00:22:27] How in-house comms teams are increasingly buying data consultancy services not from the PR agency.

[00:24:40] Why the bigger companies are suddenly creating their own in-house data teams – and why this is a game changer. 

[00:25:31] Why, if you're an owner of data within a company, you're juggling imperfections because you've got different data sets.

[00:28:11] Why PR agencies should not be trying to create their own measurement methodology.

[00:31:16] Here's a link to AMECs Integrated Measurement Framework document and it's M3 resource which will help you understand where you are on your measurement journey relative to your competitive set.

[00:37:17] What are the most popular KPIs in communications?

[00:40:02] Post the Bain acquisition – what is Kantar's strategy?