When it comes to corporate communications and strategic decision-making, the terms media- or communications analysis often come up. The following article aims to clarify what is meant in detail by a media analysis, what it is used for, and how it is used. It also illustrates the relevance of media analysis and what advantages it brings in business.
What Is Media Analysis?
The term media or communication analysis originates from communication and media sciences. It is used to examine reports, commentaries and other statements about companies and organizations in a wide variety of media – print and online publications, social media, video channels, etc. – and to review them in terms of various criteria, topics and issues.
The criteria include the type and tone of reporting, the development of image gain or reputation loss, or the opinion on specific events such as political decisions, strikes in one’s own industry, sponsorship at major events, and much more. Media analyses for companies provide information on both the frequency of media presence and the contexts in which a company is judged.
What Is Media Analysis Used For And Why Is It Important?
The first step is to determine the current status of the company in the media and analyse the success or failure of certain measures. In a second step, this allows strengths and weaknesses to be identified and opportunities and risks to be better assessed. All this helps optimize corporate communications, also regarding the status quo of competitors in the respective industry.
Further reasons for conducting a media analysis and its particular relevance for companies and organizations are outlined below in the benefits.
The Differences Between Press Media And Scientific Press Media Analyses
A simple press review merely collects the reports about a company in a certain period of time without analysing the content. Scientifically oriented media analyses, on the other hand, show correlations so that certain developments and trends can be identified. Recommendations for future communication and action can be derived from this, resulting in a tangible competitive advantage.
The Differences Between Qualitative And Quantitative Media Analysis
Both methods of analysis are based on different questions, which inevitably leads to different interpretations of the data obtained.
Quantitative media analyses collect key figures on the frequency with which a company appears in the media. On the one hand, this involves the number of texts, images, video clips, etc., and on the other hand, the volume of texts, the form of presentation, and the reach or circulation of the publications examined. This gives a picture of how many customers are reached and in which media the company is mentioned particularly frequently. This certainly serves as a basis for further research.
Qualitative media analyses are not about numbers, but about content. This can be positive or negative reports, different contexts for various target groups or image comparisons with competitors. From this, targeted approaches for PR measures or image campaigns can be derived that move the company forward in the desired direction.
Social Media And Media Analysis
Social media platforms are still quite young compared to classic channels such as radio, TV and print products. Accordingly, they are used more by younger than by older target groups. However, a comparative analysis of social media channels can bring interesting results to light and be significant for the future orientation of a company.
Advantages Of Media Analysis In Corporate Communications
The advantages of optimised communication through a media analysis are manifold, as long as it is not limited to the quantity of media presence but is done under a targeted question. Some examples:
- Certain PR measures can be examined according to media science standards, leading to a better understanding of successful or unsuccessful measures
- A context-oriented analysis creates opportunities to position the company or organization as an opinion leader in certain subject areas
- When launching a new product, service or specific campaign, customer acceptance can be measured, and communication optimized
- Critical moments can be identified in time, so that communication strategies and countermeasures can be developed appropriately
- The image of competitors can be analysed in parallel in order to compare one’s own public image with that of the competition
- The identification of positively reporting media and communication channels is facilitated. This helps with budget planning for further PR measures.
In order to quickly and reliably comprehend the results and findings of a media analysis, it is advisable to summarise them in a clearly structured documentation. For better understanding, this should, if possible, be prepared with additional explanations, diagrams, charts and/or statistics to facilitate the interpretation of the obtained data.