Adding media coverage to an Excel document isn’t an analysis.
Why this matters:
Data can uncover actionable insights when analyzing media coverage. The media is shrinking, making it extremely difficult to secure media coverage.
In this video, I share a few ways to analyze news media coverage using social and brand analytics. The challenge with today’s PR software technology is that it only reports on certain metrics. These metrics include coverage volume, message pull-through, and other vanity metrics that aren’t very actionable. Other factors are at play when analyzing news media coverage, including basic functionality like filtering out spam and even integrations with third-party software.
Using technology and social media tools, PR pros can analyze the news media to understand the context of the coverage and media sentiment, providing more actionable insights. I also share a few tips on using social media to measure the impact of your media relations efforts.
Why You Should Analyze News Media Coverage
Analyzing media coverage is critical because it allows us to understand the information we are consuming and the way in which it is being presented. With so many different news outlets and platforms available, it can be challenging to determine what information is accurate and unbiased. Analyzing new media helps us to evaluate the credibility and reliability of news sources and to identify potential biases.
One key reason to analyze media coverage is to ensure we receive a balanced view of events. News outlets may have agendas, political affiliations, or personal biases, which can influence the way in which they report on events. By analyzing media coverage from various sources, we can gain a more comprehensive understanding of the issues and events that are taking place about your brand.
Another important reason to analyze media coverage is to identify potential misinformation about your brand, which could damage your reputation. With the rise of social media, it has become increasingly easy for false information to spread quickly and easily. By analyzing media coverage, we can identify potential sources of misinformation and work to counteract false narratives that may be harmful or misleading to your business.