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 and create brand relevance.

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. So, if you work in public relations or any corporate communications role, I highly suggest you continue to watch the full video.

Partial Transcripts Below

Several of my clients rely on what’s called a coverage analysis which essentially tracks the total number of placements made in traditional media sites like Reuters, Business Insider, Bloomberg or CNBC. Sometimes they will also ask for impression or engagement numbers too. But the media analysis that’s layered over the coverage is typically qualitative.

This simply means that someone read through the coverage, summarized it, took a few screenshots, and then layered in any additional context. This type of coverage report is usually sent in an email.

Media Coverage

Today I want to talk about taking this old school method a few steps further which will ultimately provide more business value and showing real impact in public relations. I can assure you that this goes well beyond the “coverage report”.

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 media relevance.

It’s a visual way to show how you can use data analysis 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 relevant with what’s top of mind with the media and in alignment with corporate messaging.

Coverage Analysis

Here’s a quick example. Let’s say you’re a travel company so you do a media coverage analysis on the top consumer and travel media sites over the last 12 months. It’ll be obvious that this media writes about travel. But after the analysis, you may find a hidden narrative in some of the coverage. Perhaps you find topics like:

  • Travel hacks to save money
  • Environmental impact of travel
  • Traveling safely in certain countries

The other side of the model requires you to analyze your own earned media coverage in order to contextualize how the media is covering your business. When you compare both analyses, you’ll find the coverage gaps, which I usually call white space

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 traditional media. Your job is to then revisit your messaging to ensure there’s alignment.

Please enjoy watching the full video so I can 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.

Cision recently released a report on PR and earned media measurement which addresses some of these same topics related to media coverage analysis. For more videos, please subscribe to my YouTube channel.


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