abhishreshthaa
Abhijeet S
MEDIA CONTENT ANALYSIS
Media content analysis is a growing area of public relations research for evaluating publicity and offers a more reliable and relevant method of evaluating the effectiveness of media coverage. While systems vary, most rigorous media content analysis systems measure
1. Total circulation or audience reached;
2. Target audience or market reach/penetration;
3. The extent to which key messages were communicated;
4. Share of voice compared with competitors or others.
In simple terms, communication is about getting your key messages to your target audiences – preferably better than competitors do. That is what PR needs to focus on and what PR research should address.
Media content analysis is a growing area of public relations research for evaluating publicity and offers a more reliable and relevant method of evaluating the effectiveness of media coverage. While systems vary, most rigorous media content analysis systems measure
1. Total circulation or audience reached;
2. Target audience or market reach/penetration;
3. The extent to which key messages were communicated;
4. Share of voice compared with competitors or others.
In simple terms, communication is about getting your key messages to your target audiences – preferably better than competitors do. That is what PR needs to focus on and what PR research should address.