Share of Voice
Share of Voice (SOV) is a way to measure how much attention a company or brand gets compared to its competitors in public discussions. Think of it like measuring what portion of all conversations about an industry belongs to your client. For example, if people are talking about soft drinks, how often is Coca-Cola mentioned versus Pepsi? PR professionals use this to show clients how visible they are in the media, social networks, and other channels. Similar terms include "media presence," "brand visibility," or "media share." It's a key metric that helps PR teams prove their work is making an impact.
Examples in Resumes
Increased client's Share of Voice by 45% through strategic media placements and social media campaigns
Tracked and analyzed SOV across multiple media channels for Fortune 500 clients
Developed quarterly reports comparing client's Share of Voice against key industry competitors
Typical job title: "PR Analysts"
Also try searching for:
Where to Find PR Analysts
Professional Organizations
Online Communities
Job Resources
Example Interview Questions
Senior Level Questions
Q: How would you develop a Share of Voice measurement strategy for a client entering a new market?
Expected Answer: A senior professional should discuss creating benchmarks, identifying key competitors, choosing measurement tools, setting up tracking across different channels (traditional media, social media, etc.), and explaining how to present findings in a way that connects to business goals.
Q: How do you handle situations where Share of Voice metrics show negative trends?
Expected Answer: Should demonstrate ability to analyze root causes, develop recovery strategies, adjust communication plans, and present solutions to clients while maintaining professional relationships.
Mid Level Questions
Q: What tools do you use to measure Share of Voice and why?
Expected Answer: Should be able to name specific media monitoring platforms, explain basic features of analytics tools, and describe how they use these tools to track and report SOV.
Q: How do you ensure Share of Voice measurement is accurate across different media channels?
Expected Answer: Should explain methods for consistent tracking, mention importance of excluding irrelevant mentions, and describe how to maintain data quality across traditional and social media.
Junior Level Questions
Q: What is Share of Voice and why is it important in PR?
Expected Answer: Should be able to explain that SOV measures brand visibility compared to competitors and why this matters for clients' PR goals.
Q: How do you calculate basic Share of Voice?
Expected Answer: Should explain the simple formula: (Your brand mentions ÷ Total industry mentions) × 100 = Share of Voice percentage.
Experience Level Indicators
Junior (0-2 years)
- Basic media monitoring
- Creating simple SOV reports
- Understanding of measurement tools
- Basic data collection and organization
Mid (2-5 years)
- Advanced analytics tool usage
- Competitive analysis
- Report interpretation
- Strategic recommendations based on SOV data
Senior (5+ years)
- Complex measurement strategy development
- Integration of SOV with business goals
- Crisis management using SOV data
- Team training and client consulting
Red Flags to Watch For
- Unable to explain basic measurement concepts
- No experience with media monitoring tools
- Lack of analytical skills or data interpretation ability
- No understanding of different media channels and their metrics
Related Terms
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