1. Define the question first
Choose one question: did more people encounter the brand, remember it or make a relevant enquiry? Select a measure after defining the question, rather than using the largest available figure as the answer.
Connect each question to a suitable observation. A media log can show which outlets mentioned a brand; the number of articles alone cannot establish how many readers became customers.
2. Separate stages of the audience journey
Keep exposure, engagement, enquiries and sales in different columns. Retain the original source's metric names and definitions. Do not combine reach, views and plays into a total audience without a sound method for definitions and duplication.
One person may view material repeatedly or use several platforms. If duplication cannot be resolved, retain separate figures and explain why they cannot be added as unique people.
3. Align periods and conditions
Before comparing periods, check duration, channels, definitions and activity. If one period included paid promotion and another did not, place that difference beside the figures.
Keep the date and location of original exports or screenshots. Save later additions as a separate version; the date of a new export should not replace the period originally measured.
4. Make media coverage traceable
Record the outlet, title, publication date and original URL. Separately note known content relationships, such as an interview, supplied copy or paid collaboration. An unknown relationship should not be described as independent endorsement.
If several outlets republished the same material, retain their links while noting the relationship. Do not present repeated copy as several independent assessments. Check permissions for quotations and images as well.
5. State the observation and the remaining gap
Close with a verified observation and its period, followed by what was not tracked. Enquiry data should not be stretched into an assumed sales outcome or a long-term change in awareness.
Choose one improvement, such as a consistent enquiry-source field or a monthly export of the same report. Build a more complete record over time instead of redefining success for each update.
A worksheet you can copy
| Field | What to record | Misreading to avoid |
|---|---|---|
| Question | The aspect of brand activity being examined | Using the largest figure as the question |
| Metric and definition | Original metric name and calculation basis | Treating views as people |
| Period and conditions | Dates, channels and known activity differences | Comparing unequal periods without context |
| Source | Original report or article URL and check date | Keeping only a second-hand conclusion |
| Limits and next step | Non-additive figures, untracked items and improvement | Inventing a downstream sales outcome |
Before sharing
- Questions match suitable measures
- Stages are not merged into one total
- Periods and conditions are documented
- Coverage links to original sources
- Conclusions identify untracked outcomes
Common questions
Can reach from different platforms be added?
Check definitions and deduplication first. If cross-platform duplication is unresolved, present separate figures rather than a unique-person total.
Can we write a review without sales data?
Yes. Describe the exposure, engagement or enquiries you can verify and identify sales as untracked. Do not fill the gap with zero or an estimate.
Official reference and year
These guides provide original preparation methods. The 2026 material is a historical reference; formal 2027 requirements depend on the relevant edition's announcements. The worksheets do not replace official rules, eligibility decisions or professional advice.
- Awards and judging: 2026 edition reference — checked 2026-11-01
