Burson-Marsteller

Innovation & Insights » Media Intelligence Suite

Media Analysis

With budget restrictions often very tight and demands for efficiency increasingly cutting across every part of most organizations, there is growing emphasis for return on investment and accurate metrics for evaluating that return.

Professional communicators have also heard the call for accountability. It is no longer acceptable to say that communications is too intangible to be measured, but many communications professionals are struggling to figure out what to measure and how to fit measurement and evaluation into an already tight budget.

In many organizations, marketing and communications are seen as tools to improve corporate or brand reputation, but trying to tie a specific activity back to overall brand reputation tends to be a frustrating and time-consuming experience, one undertaken mostly by large organizations with huge research budgets. The real key to understanding reputation is in measuring the relationships that it is based on. Relationships are fundamental to the success of an organization.

For some organizations it is becoming a matter of survival to understand how to measure and better manage their relationships. If relationships can be measured, they can be improved, and improved relationships mean increased efficiencies, greater effectiveness and improved overall performance.

The Media Analysis service provides the capability to collect the data you need to measure these relationships and help you evaluate your progress towards your goals. A qualitative analysis looks at key issues pertaining to a company and evaluates a company’s overall perception and share of voice based on media reporting.

Such a thorough analysis accounts for frequency of reporting, sources’level of influence, and tonality to ensure an accurate picture in a specific context or a broader overall perspective depending on the client’s needs.