Analysis
What is media analysis?
How the media report on your company, organisation, products or services, as well as your competitors and other sources, has a major impact on your brand, corporate image, your reputation, and your marketing.
Media monitoring provides clippings, transcripts or summaries of media coverage. But volume of media coverage does not mean you are getting your message across. Media articles may not reach your target audience, they may not address key issues, and they may not contain your key messages. They may even be unfavourable. 360m undertakes content analysis of media coverage to provide qualitative as well as quantitative information for planning and evaluating public relations and corporate communication, brand management and reputation. Independent media analysis can help you:
- Evaluate publicity and PR campaigns showing effectiveness and ROI
- Track and manage issues
- Benchmark against key competitors
- Identify editorial ‘share of voice’
- Gain insights into corporate or brand image and reputation; Provide strategic planning information on media, journalists, issues, etc
- Identify trends, and much more
In-depth quantitative and qualitative media analysis can answer questions such as:
- Which issues are gaining increased discussion – and which are declining in discussion;
- What is the trend for specific issues of interest or concern;
- Who are the key sources (individuals and organisations) speaking and being quoted on key issues
- Which messages have been successfully communicated and which have not
- Which media are supportive and which are not
- Which journalists are supportive and which are not
- The particular interests and focus of key journalists and media
- Whether media reporting and commentary by influential sources aligns with your brand and positioning, or whether it is undermining your brand and profile
- What are the trends in volume of coverage, favourability, among leading media and on key issues month by month, quarter on quarter or half yearly?
With more than 10 years’ experience providing media content analysis to leading organisations across Australia and New Zealand, 360m is ideally positioned to objectively evaluate your media activities.
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