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Communications Analysis: Real-Time


 Communications Analysis: Real-Time

You have recently evaluated the outcome of your recent proactive media campaign that aimed at promoting a new product or service. The statistics indicate that the campaign was fairly successful, with millions of media impressions, an equal distribution of coverage between broadcast and print, and three stories published by a major national newspaper about the launch, which is quite impressive.

Communications Analysis: Real-Time
 Communications Analysis: Real-Time

However, is it possible that the results could have been even better?

Analyze this

The initial significant measure in fully comprehending the triumphs or shortcomings of any communication is to scrutinize the topics or campaigns. Due to busy schedules or limited client funds, it is frequently the case that media examination is not conducted. There is a substantial amount of resources allocated to gathering media content, yet insufficient expenditure on assessing and analyzing the patterns, accomplishments, and potential for progress. Generally, news stories are either stowed away instantly or shared with a restricted audience, without undergoing examination.

If you are already regularly analyzing media, you have achieved half of the necessary effort. However, if you haven't, it is likely that either your client or director will require it in the near future. Improved analysis technology and the need to determine communication's ROI are crucial factors making media analysis essential rather than optional.

After recognizing the necessity or significance of analysis,

Communications Analysis: Real-Time
 Communications Analysis: Real-Time

what is the next step?

This is when things can get perplexing. It is understandable that everyone has their own interpretation of how to analyze media content based on their own background. Furthermore, matters related to PR norms and methods frequently lead to complications which can result in stagnant progress.

Prior to diving into the process of analysis, it is crucial to identify the subject matter that you intend to analyze.

Take note of the following factors:

Monitor achievement in relevant publications and mediums based on how suitable they are for the target audience.

Examine the level of communication of the primary message within media articles.

It is important to monitor the quality, not just the quantity, of the coverage being received.

Determine success vs. competitors 

Success of spokesperson pick-up 

Determine campaign ROI 

If necessary, calculate the equivalence of advertising.

Observe and analyze the level of market presence in different areas within a specific region.

Create a chart that records the number of people who have been exposed to a particular form of media.

Communications Analysis: Real-Time
 Communications Analysis: Real-Time

Analyze crucial concerns and/or the level of popularization for the given product.

This refers to the feedback provided by various media sources such as newspapers, magazines, and letters contributed by readers in response to a particular article or issue.

There are numerous methods for examining and cross-checking the data. However, it's important to recognize that it's possible to complete all of these assessments without resorting to complex formulas or perplexing PR multipliers.

The secret lies in determining what elements you want to assess and establishing standards for future comparisons. If you do decide to include PR multipliers, ensure that you stick to the same formula continuously. As a result, regardless of whether you're multiplying by 3, 5, or 10, the coverage will always be evaluated in a standardized manner and can be regarded as an unprejudiced and accurate portrayal.

Go Electronic, Go Real-Time

Examining the triumph of a recent product introduction, the consequences of a catastrophe on your company, or comparing the outcomes on a monthly basis afterwards can offer precious information for upcoming planning. However, contemplate the potential alterations that could occur if instantaneous real-time data was readily available.

Real-time data could be utilized for monitoring:

Which areas are thriving the most and which ones require more focus?

Correcting the misinformation that has been published.

Which magazines or newspapers require a further phone call?

What are the matters that are receiving the greatest amount of focus?

The manner in which the news is reported and the overall standard of the information provided.

The impact on your organization 

One strategy is to take advantage of current media trends or emulate successful techniques used by competitors.

Endless and significant advantages come with having the ability to analyze information in real-time. Being aware that you possess the capacity to timely influence the ultimate result of a product launch is liberating and underscores the genuine potency of public relations.

By utilizing a blend of immediate analysis and comparing with standards, you will acquire the means to enhance the outcomes of an ongoing campaign and assess its performance effectively while adhering to a previously established and dependable set of goals. Thus, grasp the chance to benchmark your analysis in 2005 as it will enable you to gain greater knowledge on the influence of your communication approaches, which will reap benefits for a long time.


After analyzing the outcomes of your recent promotional media strategy for introducing a new product or service, you have observed that the statistics are quite positive. The media exposure reached millions, with equal distribution between broadcast and printed sources, and a prominent national newspaper published three pieces on the launch, which is quite notable. However, is there any room for improvement?

public relations, media monitoring, media analysis, reporting