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The ability to know what’s being said about your organisation, when, where and by whom, is a valuable weapon in the communications team’s arsenal. Turning the results of this media monitoring into actionable data is an even more powerful one. That, in essence, defines media analysis. Crunching the data of all types of content gathered by media monitoring applications opens up a wealth of insight into how your organisation is viewed, where you sit alongside your competitors, and what the biggest trends affecting your sector are.
Media analysis done well is an invaluable tool to both report and to optimise future communications. Done badly, it’s an alphabet soup of acronyms and misleading vanity metrics with costs that far outweigh the benefits. We’ve compiled a series of best practise approaches covering everything from scope to implementation to costs to help you successfully navigate the world of media analytics.
Ever worry about what people are saying about your business? Paranoia aside, most organisations can benefit from a fuller understanding of what’s being reported about them. Whether this is in the press, digital news media, social media or emanating directly from their primary stakeholders. There is a vast amount of data out there. So exactly what is media intelligence and how can it help companies analyse the effectiveness of their PR and Communications strategies?
It’s no exaggeration to say that media intelligence is the lifeblood of today’s communications team. Properly executed, it provides customised insight, analysis of media commentary, real-time alerts, and communications monitoring. With a media intelligence platform, you take many of the benefits of media intelligence and add in a real-time, on-demand capability that significantly enhances the flexibility of your solution.
At alva, we draw a clear distinction between Reputation Intelligence and Media Intelligence: the first – bringing the Outside-In view of stakeholder perceptions to the rest of the business – we call Reputation Intelligence; the second – measuring the effectiveness of our communications activities – we call Media Intelligence.
The benefits of media analysis in today’s 24/7 news cycle should be apparent to any communications professional scrambling to assimilate the volume of mentions issuing from print, broadcast, online and social media channels. With so much content being released on a relentless schedule, even the best standalone media monitoring system will be insufficient to allow for the necessary insight.
Everything you need to know about media analysis, and how the right service can give you insight into your corporate communications performance and how to improve your success in landing the right messages with the right audiences.
Media coverage analysis allows you to measure the effectiveness of your communications and compare their performance against your peer group. Its reach spans owned, earned and shared media. When establishing the parameters for your media analysis solution, incorporating these seven elements will improve its effectiveness, and ensure it’s working as hard as it should.
In this Media Intelligence case study, we analyse the sentiment of UK National and Regional media between March and November 2020 to answer the following three questions:
Today the Tory party will narrow down the leadership candidates to the final two. Ahead of the second vote, we examined 350,000+ pieces of content, across mainstream media and social media, to understand: Which of the candidates has received most mainstream media coverage?, How does this compare with social media volumes and how does Andrea Leadsom compare with her more established rivals?
The measurement of public relations performance has been neglected due to its lack of reliable metrics and comparable results. But the application of sophisticated media intelligence offers the PR function the ability not only to track its impact, but also strategically improve against past performance.