What a coverage report should tell you

A good coverage report fits on two pages (sample briefing). The first lists every piece of coverage, where it ran and whether it carried your roof message.

The second page says what changed: bookings, calls, sign-ups, the questions people asked afterwards. If nothing measurable changed, the report should say so and suggest what to do differently.

Be wary of big audience numbers on their own. One accurate article in the paper your customers read beats ten mentions they never see.