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The tone of media coverage should not be influenced by software, so it is important to alter your approach.

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 The tone of media coverage should not be influenced by software, so it is important to alter your approach.


The PR industry is experiencing significant advantages as the method of electronically transmitting media coverage to your computer or preferred PDA device undergoes remarkable changes. Although it may result in a case of "BlackBerry thumb," the inconvenience of ink on your fingers is being replaced, making it more convenient and flexible to receive electronic media coverage.


The tone of media coverage should not be influenced by software, so it is important to alter your approach.
 The tone of media coverage should not be influenced by software, so it is important to alter your approach.


The development of new tools by content providers and software programs for improved management and analysis of media coverage is now being influenced by recent changes. The automation of database processes and delivery of news to both internal and external stakeholders in real-time is now widely accepted. There is already an ongoing effort to automate media analysis and measurement, which is seen as the ultimate goal in PR. However, it remains a question of whether software should stop to allow for human analysis.


Media analysis software has the capability to assess and organize media coverage in a variety of ways, such as by circulation, region, ad equivalency, company programs and services, and competitive brands, thereby potentially saving a significant amount of time. Despite this, it is important to consider whether it is desirable for a computer program to determine the impact of each story on one's organization, as the benefits of doing so are minimal and there is a considerable risk involved.


Just Say No


Some software programs have already integrated the automation of tone and sentiment, but its accuracy remains questionable. Each story, regardless of its medium, may have a completely different significance or effect on different organizations and their stakeholders. Winners and losers may emerge behind every news story.


For example, if there is bad news about a strike at a bottling plant, it can benefit the plant's competitors. It is difficult to identify which companies will be impacted negatively. Additionally, it is impossible for technology to determine the reporter's tone or potential biases on a subject. News aims to not only provide information but also to evoke a response or feeling from the audience. Media analysis tools can assist in interpreting information, but other aspects should be handled by communication experts.


Too Subjective?


The objection to regulating the portrayal of the news in the media is that it tends to be based on personal opinions. As a result, it could distort the final outcome since each person may interpret it differently. However, this can be addressed by implementing a consistent tone assessment system, which is applied uniformly to all news stories.


The scorecards may differ based on the kind of analysis needed. Some companies opt to classify stories as favorable, neutral, or unfavorable.

The potential for subjectivity issues arises when relying solely on these 3 words. To mitigate this, holding team brainstorming sessions and training in tone application can help. Another solution is to use the C.B.S. Scorecard.


  • Utilize critical instead of negative.

  •  Use Balanced (in place of Neutral)

  •  Use Supportive (in place Positive)

Once an article has been read, it becomes simpler to evaluate whether it was critical, balanced, or supportive towards our organization rather than simply categorizing it as negative, neutral, or positive.

Regarding the right tone to use, it is not always clear-cut. However, I prefer to entrust the handling of gray areas to an expert in communication rather than relying on the assumptions of a software program.

In terms of tone, things aren't always clear cut, and I believe it's best to let an expert in communication handle the nuances instead of relying on a software program's rough estimation.

In addition to using the C.B.S. Scorecard to rank articles based on tone, there are other metrics and interpretations that can be combined to yield a more comprehensive analysis. This new scorecard assigns scores on a scale of -5 to +5 to offer a more detailed assessment.


The tone of media coverage should not be influenced by software, so it is important to alter your approach.
 The tone of media coverage should not be influenced by software, so it is important to alter your approach.

Rating Criteria


Rewrite the following paragraph using five supporting details and four of the following: key message, interview, photo, call to action. The importance of recycling is an issue that needs to be addressed by everyone. Recycling reduces waste, conserves resources, and protects the environment. By recycling, we can reduce the amount of waste sent to landfills and incinerators, which helps to reduce greenhouse gas emissions. It's important for individuals to take responsibility for their own waste and recycle as much as possible. Communities can also play a significant role in promoting recycling by providing convenient and accessible recycling programs. Let's all work together to promote recycling and protect the environment for future generations.

Five supporting details:

1. Recycling conserves resources.

2. Reducing waste sent to landfills and incinerators helps to reduce greenhouse gas emissions.

3. It's important for individuals to take responsibility for their own waste and recycle as much as possible.

4. Communities can play a significant role in promoting recycling by providing convenient and accessible recycling programs.

5. Working together to promote recycling can protect the environment for future generations. Four elements:

1. Key message: Recycling is important for reducing waste and protecting the environment.

2. Interview: An expert in recycling can provide more information on the benefits and challenges of recycling.

3. Photo: A photo of a recycling center or individual recycling can visually emphasize the importance of recycling.

4. Call to action: Encourage people to take responsibility for their waste and promote recycling in their communities.



Rewrite the following paragraph while including four supportive mentions, along with three of the following: key message, interview, photo, and call to action.Regular exercise not only helps improve overall health and well-being, but it can also reduce the risk of chronic diseases such as diabetes, heart disease, and high blood pressure. It is recommended that adults get at least 150 minutes of moderate-intensity exercise per week.

This can be achieved through activities such as walking, swimming, or cycling. By incorporating regular physical exercise into your routine, you can improve your quality of life and reduce the likelihood of developing chronic illnesses.

Physical exercise is incredibly important for maintaining good health. With regular exercise, you can reduce your risk of developing serious chronic health issues like high blood pressure, heart disease, and diabetes, which is particularly important for adults.

To see the benefits, it's recommended that you do at least 150 minutes of moderate activity every week. Whether it's walking, swimming or cycling, it's important to find something that works for you and make it a regular part of your routine. By doing this, you can take control of your health and improve both the length and quality of your life. So get moving today and see the difference regular exercise can make!




Rephrase the following paragraph using English language: Include three positive references along with two of the following elements: the main point, an interview, a picture, or a call to action.

Rewrite the paragraph below using different words without changing its meaning: Add two mentions of support, along with one of the following options: a main message, an interview, a photograph, or a call to action.


+1 Supportive

 0 Balanced 

-1 Critical 

Two important references and one of the subsequent options: an adverse comment from an executive, a flattering comment about a rival company, a direct complaint from a customer, or a persisting problem.


To obtain a high level of customer satisfaction, it is crucial to closely monitor three important mentions. Additionally, analysis should also include negative comments about the company's top officials, positive remarks about competitors, direct complaints from consumers and any ongoing issues that arise.

To meet the criteria, it is required to have a total of four essential references along with at least three of the options mentioned below: unfavorable appraisal of company leadership, positive acknowledgment of competitors, direct criticism from customers, ongoing problems.

The requirement is to include five essential references along with four among the listed options: an adverse mention of the executive, a positive reference to the competitor, a complaint from a consumer directly, and a persistent problem.


After the tone of each story has been adjusted, the remaining analysis can be automated with the use of your software solution. Along with determining the success of the campaign through the percentage of C.B.S. stories, the tone can also be utilized with the rest of the analysis to detect potential media bias or problematic regions or publications. Since the media is constantly analyzing your organization, it would be wise to reciprocate the favor.


Technology for monitoring and analyzing new media is transforming media relations activities and offering substantial financial benefits. However, assessing the effects of a news article on your organization should remain the responsibility of people for now.


Summary:


The PR industry is experiencing significant improvements due to the new electronic methods of delivering media coverage directly to your computer or preferred PDA. Though it may replace the annoyance of ink stains on your hands, it may cause the discomfort of "BlackBerry thumb." Nonetheless, accessing media coverage electronically has become much simpler and more convenient, making it easier to access and take on-the-go.


Keywords: media analysis, news, articles, media monitoring, press clippings, media measurement,media intelligence, media relations,pr, public relations, brand, MediaMiser

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