PR world benefit from the radical changes in the way they are delivered electronically media coverage for the desktop of your computer or PDA of choice. May be replaced with the inconvenience of ink on your fingers from a bad case of "BlackBerry thumb" - but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now paying the development of new tools from content providers, and new programs to help improve the management and analysis of media coverage. Now automation occurring at the database level and through the provision of real-time news organizational stakeholders internal and external, have been taken almost for granted. And the holy grail of PR - to automate media analysis and measurement - is already under way, but where you must stop the program to make way for the analysis of human?
The software can analyze media save countless hours and counting measure media coverage in an unlimited number of ways, including circulation, region, ad equation, the company's programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just say no
Automation tone and sentiment has already been included in some programs, but how can it be accurate? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and stakeholders. Behind every news show winner and loser.
For example, if a negative story breaks about a strike at one bottling plant will be a boon to competitors. Very limited ability to determine which companies adversely affected by the news. Moreover, understanding the tone of the actual current or possible bias of the reporter on the issue impossible to automate. News is as much about presenting the facts, as is provoke a reaction or emotion from the reader. The media can analysis solutions certainly help decipher the facts, but should be left to the rest of the team of communications professionals.
Self too?
Argument against toning media coverage was often is very subjective - if the news can be interpreted differently by each individual, will not skew the results in the end? True enough - but it could easily be solved with the introduction of the 'scorecard "unified tone applied consistently to every story.
This can really vary scorecards, and this depends on the type of analysis you want to deliver in the end. And many organizations chose to tone stories classifies them as positive, neutral or negative.
Use these words alone 3 is where you can sneak the intrinsic problems along with a team brainstorming and training sessions on how to apply the tone, a quick resolution and one is to use the CBS Scorecard instead:
Critical uses (instead of negative.)
Balanced use (in a neutral venue)
Supporting the use (in place Positive)
"That was critical and balanced story, or supportive of our organization?" After reading the article, it is much easier to answer the question instead of: "Was this the story negative, neutral or positive?"
When it comes to the tone will not always be black or white, but you leave instead of gray areas to trained professional contacts instead of the guesswork out of application software.
When it comes to the tone will not always be black or white, but you leave instead of gray areas to trained professional contacts instead of the guesswork out of application software.
Beyond Order articles by using tone CBS and performance card can be used, and other metrics meanings together to create a stronger and analysis. Record the following performance uses a Scorecard, from - 5 to + 5, to provide more in-depth analysis.
Classification standards
Disclaimer +5 + supporting four of the following: basic message; interview; images; Call to Action
Disclaimer +4 + supporting three of the following: the main message; interview; images; Call to Action
Disclaimer +3 supporting + two of the following: the main message; interview; images; Call to Action
+2 + Disclaimer supporting one of the following: basic message; interview; images; Call to Action
Supportive +1
0 Balanced
-1 Critical
2 critical remind + one of the following: negative signal Executive, positive signal competitor; consumer complaints directly; ongoing issue
Disclaimer critical -3 + two of the following: negative signal Executive, positive signal competitor; consumer complaints directly; ongoing issue
Disclaimer critical -4 + three of the following: negative signal Executive, positive signal competitor; consumer complaints directly; ongoing issue
5 critical signal + four of the following: negative signal Executive, positive signal competitor; consumer complaints directly; ongoing issue
Once every story can be toned automatically the rest of the analysis solution of this program. The tone can be used independently to determine the success of the campaign proportion CBS can also stories, but the tone can be used along with the rest of the analysis to determine possible media bias or problem areas by region or publication. The media always analyze your organization ... Why not return to favor?
Must remain and new media analysis and monitoring technologies certainly changed the face of media relations activities and provide tremendous return on investment, but determining the impact of news on your organization in the human hand at the present time.
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