Media Analysis - Going Beyond the Computer Based Report!
As the social media landscape continues to evolve and the latest online measurement tools are introduced, organizations should not overlook the long-term benefits of using both computer generated analysis and a human touch in understanding the effectiveness of your organization’s media relations outreach.
While Twitter “tweets”, Facebook “status updates” and YouTube broadcasts all play a role in the mass circulation and interpretation of news stories, these posts customarily stem from, and often link to, media reports from traditional news sources. As such, it is essential for organizations to carefully evaluate their clippings and summaries by media intelligence experts who can provide the thinking needed to accurately assess your organization’s media profile.
New media analysis software now allows you to gather and analyze billions of bytes of data within mere minutes and at a relatively low cost. However, what the computer generated analysis cannot provide is the qualitative interpretation of the media coverage (e.g. is the tone positive, negative or neutral), how does the coverage affect your organization’s reputation, are your organization’s key messages captured effectively and what share of voice does your organization have in the news media. Building a quantitative and qualitative top-line assessment of your latest media relations efforts, quarterly media analysis reports, or a thorough analysis of your organization’s media trends over the past five years is a useful tool to demonstrate ROI for public relations activities and how the results support organizational goals and objectives.
Martin Leroux is a Senior Consultant with Delta Media and an expert media analyst.
martin@deltamedia.ca
