Table of content

CASE STUDY

Monitoring PR and Finding New Media Opportunities with Brand24

Waleria Pągowska
April 14, 2025
17 min read

1. About the client

We spoke with:

Nick Baklanov
PR & Research Manager @ HypeAuditor

HypeAuditor is an all-in-one platform for influencer marketing. It helps brands and agencies find the right influencers, track campaigns, and analyze performance across Instagram, YouTube, TikTok, X, and Twitch.

With access to a vast database of influencer accounts and powerful analytics, HypeAuditor enables users to run data-driven campaigns and detect fake followers or engagement. 

Nick Baklanov is responsible for PR and research at the company. He works with large amounts of data on influencer accounts and turns that information into engaging research for the media. 

His role involves:

  •  identifying interesting insights, 
  • sharing them with journalists, 
  • analyzing the results to measure impact.

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2. Problem

Monitoring media coverage, tracking competitor activity, and reacting quickly to emerging conversations are all part of the job for PR specialists, but they are not always easy to do efficiently. 

That’s where Brand24 comes in. 

From monitoring press mentions and building media lists to spotting real-time trends, the tool helps PR teams cut through the noise and focus on what really matters. 

In this case study, you'll see how Nick from HypeAuditor uses Brand24 to streamline his workflow, measure PR impact, and uncover new opportunities—all in one place.

3. Use cases

Tracking Media Coverage and Measuring PR Impact

At HypeAuditor, tracking media coverage and proving PR impact is more than a reporting task—it’s a core part of the strategy. Nick uses Brand24 every day to stay on top of how the brand is being mentioned across global media. “One of my monthly KPIs is to get a certain number of mentions in top-tier media,” he explains. 

Period comparison analysis for HypeAuditor project. Source: Brand24

Brand24 helps Nick keep track of what’s being said about HypeAuditor in real time.

He can easily:

  • Sort mentions by influence, popularity of the source, or region
  • Filter news by language and location
  • See which markets are talking about HypeAuditor the most

We’re a global company, so it’s important for us to have visibility in all our key markets. Brand24's Geolocation filter helps with that.

Nick Baklanov

PR & Research Manager @HypeAuditor

Brand24 also simplifies stakeholder reporting, offering clear performance metrics like Advertising Value Equivalency. 

“In the last 30 days, it shows that we generated $820,000 in advertising value,” says Nick—an impressive stat that helps quantify the results of his outreach.

The platform doesn’t just track mentions, it also supports competitive benchmarking. “It’s great to see that we’re consistently number one in terms of your internal KPI—share of voice, or Presence Score,” he adds.

Comparison of HypeAuditor and its competitors. Source: Brand24.

Before Brand24, Nick relied on a patchwork of tools—Google, DuckDuckGo, Yahoo, SEMrush, Ahrefs—to piece together a full picture of the brand’s media presence. 

“I could find all the mentions myself, but now it’s just so much more convenient.” 

With everything in one place, the process is not only faster but also more reliable. As Nick puts it, “Brand24 helps me visualize my day-to-day work and gives me a clear view of the actual results I’m achieving.”

Key values from brand monitoring:

  • Measuring PR impact with clear metrics
  • Tracking media coverage in real time
  • Monitoring visibility across key markets

Competitor Monitoring and Media List Building

Beyond tracking HypeAuditor’s own media coverage, Nick also uses Brand24 as a strategic tool for competitor monitoring and media list building. 

“It actually helps me compare our activities to our main competitors,” he explains. 

By tracking where competitors are mentioned and what is being said, he can identify new PR opportunities. 

Top mentions from one of competitor's projects. Source: Brand24

“I can see their marketing efforts in terms of PR—what media covers them, what’s being written about them—so I can reach out to those journalists and offer them additional data on the creator economy as well.” 

Brand24 helps surface relevant articles, podcasts, and journalists that are already engaging with similar stories, which gives Nick a solid starting point for outreach. 

If I see an interesting media outlet or journalist who published an article mentioning our competitors—and we have something relevant to add—I reach out, introduce myself, and ask if we can help by providing some additional data.

Nick Baklanov

PR & Research Manager @HypeAuditor

He even scouts podcast appearances by competitors to pitch HypeAuditor’s CEO as a guest.

Brand24's filter by source option. Source: Brand24

This kind of monitoring doesn’t just keep Nick informed—it helps him proactively grow HypeAuditor’s visibility and expand their media network. 

Brand24 also alerts him when the company gets mentioned organically. 

You could definitely say that Brand24 helps me build our media base.

Nick Baklanov

PR & Research Manager @HypeAuditor

“Sometimes we get mentioned by good media outlets without even pitching them… and that’s a great opportunity to realize, ‘Oh, this journalist from Business Insider or Forbes just mentioned us.’” From there, it’s a quick step to connect, offer value, and build a relationship. 

Key values from competitor monitoring:

  • Identifying new PR opportunities,
  • Founding outreach chances,
  • Expanding media network.

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Real-Time Reactions and Trend Monitoring

Nick also relies on Brand24 for real-time awareness—whether it's catching spikes in competitor activity or jumping into conversations about HypeAuditor as they happen. 

“Sometimes X users talk about HypeAuditor,” he says. “It’s great for immediate reactions from our side because I can reply from the HypeAuditor account and provide additional information to the user.” 

Notifications settings for e-mail reports. Source: Brand24

These quick interactions help keep the brand responsive and visible in relevant discussions. 

Brand24’s notifications also play a key role in keeping Nick ahead of emerging trends. 

When I get an email saying there’s a spike in mentions for one of our competitors, I can quickly check what’s going on and why that’s the case.

Nick Baklanov

PR & Research Manager @HypeAuditor

While some spikes are triggered by high-profile social posts, others flag important media activity that might otherwise be missed. 

“Sometimes it turns out to be a signal that a top-tier media outlet published something, which is definitely useful.” 

With these real-time insights, Nick is able to respond strategically and stay informed without constant manual monitoring.

4. Conclusion

Nick’s experience shows how a single tool can support multiple layers of a modern PR strategy—from measuring media impact to uncovering competitive insights and reacting in real time.

For PR professionals looking to stay organized, move faster, and prove the value of their work, Brand24 offers a clear advantage. It’s not just about collecting mentions—it’s about turning them into action.

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Hi!

Nice to see you scrolled all the way down here! Here at Brand24, we really enjoy hearing our customers' success stories. This assures us of the tool's utility and makes us proud that we can help you with whatever you use our tool for.

Maybe you also happen to use Brand24 in your day-to-day work and want to share your case with the world. If so, feel free to write me at waleria.pagowska@brand24.com!

Till the next case study. Toodles!

1650997866002
Waleria Pagowska
Product Marketing Specialist

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