Analysis Checklist
Any media response analysis should be tailored to your individual requirements. A standardised media response analysis, however, more often than not does not provide you with satisfactory answers to your company-specific questions. We have created a checklist to help you obtain exactly those evaluation results which match your company, brand or product.
The following questions are aimed at giving you some support with the definition of evaluation targets and the planning of the research design.
Evaluation targets:
- What is to be measured with the media response analysis?
- How do you plan to use the results of the media response analysis?
- Who is the recipient of the analysis results?
- Which period is to be analysed?
- Which are the most important media for your company/line of business?
- Who are your biggest competitors?
- Which strategic issues and communication messages are being conveyed by your media relations?
- Which set of key figures do you use to control your media relations department?
Research design:
- Which media response does your company receive in comparison to your competitors?
- How does the evaluation of media coverage change over time?
- In which target media will your company be present?
- Which issues determine the media coverage on your company?
- How is your company with its various products positioned in the media?
- Which core communication messages should be conveyed by the media?
- Which media response is achieved by your PR activities?
- Which opinion leaders or stakeholders are dominating the coverage?
- What is the tone in the media coverage on your company?
Presentation of results:
- How often do you require a reporting of results (monthly, quarterly, etc.?)
- How should analysis results be presented (charts, reports)?
- Which key figures should be calculated at what time?
- Would you prefer a media dashboard or a scorecard for reporting purposes?