Media Content Analysis

Every organisation must guarantee that its communication measures are efficient and contribute to the success of the organisation. Media content analysis is a scientific, quantitative-qualitative research instrument, which enables you to measure your communication activities, and support strategic planning:

Method

The methodology of media content analysis allows one to summarise and objectively evaluate large amounts of media coverage. In order to effectively analyse complex communication processes, the analysis structure must be very precise. Our media content analyses by far exceed a simple collection and broad analysis of media coverage on the basis of whole articles and reports. A media content analysis can only be used strategically, if the data is gathered on a statement-by-statement basis. This means that many different forms of information will be captured in every sentence or phrase. We distinguish in every part of a statement the protagonists, sources of information, topics, products, product abilities, tenor and many more criteria. This enables us to give a sound verdict on any aspect of an organisation, company or individual’s media image, and to give precise answers to the most specific communication issues.

A media content analysis can serve three main functions for every organisation: as a performance review, an efficiency review or a strategic planning tool.

Performance Review (Control of Success)

Annual media image, monthly press coverage or the presentation of individual activities or events in the media: all this can be efficiently measured and evaluated with a media analysis.

In addition, a competitor benchmark or peer review can show how the media image of a company can be rated either within the context of its own industry or across various industries, for example in comparison with other companies of the same size.

This will indicate whether an organisation’s size, significance or market position is mirrored by its media image.

Efficiency Review

The comparison of communication activities (input) and effective media coverage (output) in a content analysis is a successful instrument to assure the quality of work of your press office. The combination of content analysis and survey data, for example based on a survey among journalists, reveals agenda-setting effects and demonstrates the impact of your communication activities.

Strategic Planning Tool

The strength of media content analysis as a measurement instrument manifests itself not only at the end of the communication process, but is also a key contributor at the start of any communication planning by assessing the current situation. The knowledge of your own media image outlines the differences between self-perception and the perception by external stakeholders. This should be the basis for the effective planning of all communication activities.

Strengths and weaknesses in the outside perception of your organisation will be revealed as well as the risks and opportunities for the reputation of your business. In short, media content analysis is an excellent early warning system.

The objective of our media research tools is not only to present your media coverage in a transparent and easily accessible form, but also, and more importantly, to make use of those results in strategic communications planning and implementation. The analysis of the results, in the form of a report or a personal presentation, has the express aim of contributing to your communications strategy and daily media work.