Media Coverage Analysis: Uncover Market Whitespace With Data

Media Coverage Analysis: Uncover Market Whitespace With Data

A media coverage analysis is the practice of using data and insights to uncover white space in the market. Learn how to do this below.

By: Michael Brito

Category: Social Data & Analytics

In this video, I walked through a media coverage analysis and how it can be used to uncover white space in the market and build a competitive advantage for brands. For more videos where I give actionable advice, please subscribe to my YouTube channel.

Partial Transcripts Below

Hey guys, welcome back to this week’s video. Today I’m going to talk about what’s called a media coverage analysis. So if you work in public relations or any communications role, I highly suggest you continue to watch this video.

But I want to talk about this because it is important. Several of my clients rely on what’s called a coverage analysis which essentially tracks the number of placements made in the media. Sometimes they will ask for impression or engagement numbers too. But the media analysis that’s layered over the coverage is usually qualitative. Meaning someone is reading through the coverage , summarizing it, taking a screenshot of it, and then adding any additional context.

Today I want to talk about taking this approach one step further and providing more business value and showing real impact in public relations. This goes beyond the normal “PR measurement”.

But before I jump into the media coverage analysis, I want to quickly talk about a model that I’ve been working on for several years. It’s called the supply and demand of brand relevance. It’s a visual way to show how you can use data analytics to uncover the topics and trends that are demanding the attention of your audience. Once you understand what those trends are, you can start to navigate your content, messaging, editorial, social, in a way that’s in alignment with what’s top of mind of the media using social data.

Now this model isn’t going to tell you how many placements you’ve made in the media. It’s not going to tell you how many impressions you think you’ve made either. What it will show you are the narrative’s that are important to your audience. Your job is to then redefine your brand narrative so that it’s aligned.

So rather than talking about theory, let’s jump into an example to show a real media coverage analysis of the UK market. In this example, we are looking at the top media publications that are writing and covering stories about retail. The graph on the right are the narrative drivers within the context of retail that are most important to the media.

I also want to add that Cision recently released a report on PR and earned media measurement. I highly recommend giving it a read.

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