The Challenge
Most organisations track their own media coverage. Far fewer systematically monitor what the media says about their competitors, and this particular gap is a missed opportunity.
Your media coverage is most valuable when evaluated in the context of your competitors. Without comparative benchmarking, it is difficult to understand your true position within the media landscape.
A competitor’s consistent presence in tier-one media can strengthen credibility and build preference over time. By the time it becomes visible, a competitive advantage may already be taking shape.
Decisions around brand positioning, communication priorities, and competitive response are stronger when based on a clear understanding of the media landscape rather than assumptions.
How It Works
A five-step engagement that turns parallel monitoring of your brand and competitors into a clear, actionable competitive briefing.
We help define your competitive set, including direct competitors, adjacent players, and aspirational benchmarks, while identifying the media categories most relevant to your sector.
Before tracking ongoing changes, we establish a clear picture of the current competitive landscape: top outlets, sentiment comparison, topic coverage, and media presence for each competitor in scope.
We track your brand and your competitors simultaneously across the same media landscape, ensuring consistent and meaningful comparison. Every significant mention is captured and classified in real time.
Our analyses go beyond volume and sentiment to identify the narratives shaping each brand: which messaging resonates, which spokespeople gain visibility, and which topics competitors are leading or overlooking.
We synthesise the intelligence into a clear competitive briefing, highlighting where you are gaining advantage, where competitors are strengthening their position, emerging risks, and specific opportunities to differentiate your brand in the media landscape.
What You Get
Every engagement comes with a curated set of dashboards, reports, and alerts, designed so your team can act on competitive signals the moment they emerge.
Your media volume vs. competitors, segmented by source type and time period.
Identifies which strategic topics your competitors are leading, and where opportunities exist for your brand to establish stronger positioning.
A curated briefing on the total number of media mentions and the percentage change compared to the previous period.
Side-by-side sentiment breakdown: who's winning the positive narrative and who's carrying the risk.
Real-time alerts when significant media developments require your attention.
Actionable recommendations for how to respond to the competitive media landscape.
Use Case
A regional financial services company noticed that several competitors were increasingly featured in national business media around digital innovation and customer experience. While the client maintained steady media coverage, leadership lacked visibility into how competitors were shaping market perception and influencing industry conversations.
Perceptica’s competitive intelligence analysis revealed that competitors were consistently owning key narratives tied to innovation, fintech partnerships, and future-ready banking, while the client’s media presence remained concentrated around operational updates and corporate announcements.
The analysis also identified:
Using these insights, the client repositioned its communications strategy around digital transformation and executive thought leadership. Within months, the company increased its share of positive media coverage, secured placements in tier-one financial outlets, and strengthened visibility around its strategic priorities ahead of a major expansion initiative.
Talk to our team about a competitive intelligence programme tailored to your industry and objectives.
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