MEDIA ANALYSIS REPORT Sample Report 2013 Contents INTRODUCTION 3 LEADING SPOKESPEOPLE 12 EXECUTIVE SUMMARY 4 LEADING MEDIA 13 MEDIA OVERVIEW 5 LEADING BYLINES & COMPERES 15 TREND 6 LEADING TWITTER USERS 17 REGION/STATE BREAKDOWN 7 PLACEMENT 18 STORY FOCUS 8 ORIGIN OF COVERAGE 20 LEADING TOPICS 9 METHODOLOGY 21 LEADING MESSAGES 10 Introduction This sample document demonstrates the main features of the new Media Analysis Report that integrates social media with traditional media analysis. iSentia delivers strategic insights across all media. Our expert analysts, extensive media monitoring of coverage, and internationally recognised research methodologies intersect to deliver high quality media intelligence and insight. iSentia Media Analysis Reports use the CARMA® methodology, which provides information on the favourability of media coverage measured in terms of its positioning, prominence, messages communicated and other key variables. This in-depth analysis is recommended where a thorough understanding of the likely impact and effects of media coverage is required. It should be noted that: All data used for the charts and tables in this document is for demonstration purposes only, and is not specific to any client or industry. Media content to be analysed can be sourced by iSentia or supplied by the client commissioning the report. Please contact your Account Management team for monitoring and content sourcing requirements. The charts and tables in this report are representative of the diverse media intelligence options that iSentia can produce. Charts, tables and other aspects of analysis reports can be customised for each report. For a more detailed description of the CARMA® methodology, see page 21. MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 3 Executive Summary Key Findings This section provides a short summary of the key points uncovered in the analysis, and is usually one or two pages long. Table 1 KEY METRICS TOTAL VOLUME OF MEDIA REPORTS* It discusses not only the highlights of the current period’s coverage, but can also compare findings to the previous period (if applicable) and any conclusions drawn from the analysis. The executive summary can also highlight any particular finding of interest as required. AVERAGE FAVOURABILITY The discussion in this section will vary depending on the coverage analysed over each report period. In ongoing analysis, this and all following sections may include some discussion of major changes in a company’s coverage between the current analysis period and the previous one(s). The table to the right shows key aspects of the current analysis period’s coverage. These can reflect a client’s interests and be adapted to reflect areas of particular interest. The table can also compare data from the current and previous periods. LEADING STORY FOCUS (REPORTS) LEADING MESSAGE (MENTIONS) SAMPLE REPORT OVERALL 256 PRESS 85 INTERNET 63 BROADCAST 108 SOCIAL MEDIA 72 OVERALL 52.9 PRESS 54.1 INTERNET 50.8 BROADCAST 53.2 SOCIAL MEDIA 49.7 PRESS, BROADCAST & INTERNET PRODUCTS & SERVICES (74) SOCIAL MEDIA PRODUCTS & SERVICES (482) PRESS, BROADCAST & INTERNET HAS INNOVATIVE PRODUCTS (60) SOCIAL MEDIA POOR QUALITY PRODUCTS/SERVICES (21) LEADING SPOKESPERSON (MENTIONS) NOTE *THE TERM “MEDIA REPORT” USED IN THIS DOCUMENT REFERS TO ALL TYPES OF ANALYSED PRESS, BROADCAST AND INTERNET MEDIA COVERAGE. LEADING MEDIA (REPORTS) LEADING BYLINE (REPORTS) LEADING INFLUENCER MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAUL YEE, PRODUCTS ANALYST (25) PRESS, BROADCAST & INTERNET 2GB; THE CANBERRA TIMES (13 EACH) SOCIAL MEDIA TWITTER (64) PRESS, BROADCAST & INTERNET CHI TRANTER (5) SOCIAL MEDIA DAIRY GOODNESS (4) PAGE / 4 Media Overview Chart 1 The chart at left shows the proportions of favourable, neutral and unfavourable client coverage over the analysis period. UNFAVOURABLE 19% In a competitive analysis report (that is, one that compares a client’s coverage with that of selected competitors), there can also be a pie chart showing the proportions of mentions of each company in the coverage analysed. FAVOURABLE 31% The chart below shows the trends in coverage across the different media types, highlighting where these intersect and where they diverge from one another. In particular, this chart can help you to identify the relationships between traditional and social media. NEUTRAL 50% Chart 2 40 VOLUME 30 20 10 SOCIAL MEDIA MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 INTERNET BROADCAST 31/01/2013 30/01/2013 29/01/2013 28/01/2013 27/01/2013 26/01/2013 25/01/2013 24/01/2013 23/01/2013 22/01/2013 21/01/2013 20/01/2013 19/01/2013 18/01/2013 17/01/2013 16/01/2013 15/01/2013 14/01/2013 13/01/2013 12/01/2013 11/01/2013 10/01/2013 9/01/2013 8/01/2013 7/01/2013 6/01/2013 5/01/2013 4/01/2013 3/01/2013 2/01/2013 1/01/2013 0 PRESS PAGE / 5 Trend Chart 3 All Media 600 VOLUME 52.8 53.7 53.1 51.2 300 272 240 195 194 29 34 85 134 49.8 256 29 67 117 99 98 75 109 JAN FEB MAR APR 0 55.1 54.0 52.5 49 166 127 63 258 152 49.7 260 31 137 53.6 52.1 200 99 80 61 42 84 92 76 MAY JUN JUL AUG SEP 229 NEU 269 38 143 129 31 42 OCT NOV 294 52 209 55 2012 FAV 51.2 55 139 125 111 117 DEC JAN 50 45 FAVOURABILITY 54.2 450 150 This chart shows the volume and favourability of coverage analysed in each month over the past three quarters. 60 In an ongoing analysis report, iSentia can provide a trend breakdown over each report period (such as a quarter), or the time period that best correlates with a client’s internal reporting requirements. 40 2013 UNFAV AVG FAV THIS PULL-OUT BOX CAN BE USED TO HIGHLIGHT INTERESTING INFORMATION FROM THE CHART OR FROM OTHER TEXT MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 6 Region/State Breakdown Chart 4 Press & Broadcast Media 90 This chart shows a breakdown of client coverage in Australian national media and in each state and territory. 60 55.0 52.3 50.0 VOLUME 60 51 53.2 51.7 52.8 48.9 47 11 6 30 22 21 39 45 28 10 27 25 6 12 15 20 12 10 NATIONAL VIC 22 FAV MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 22 4 0 NSW 40 16 17 SA 55 50 45 18 52.1 50.3 QLD NEU ACT UNFAV 12 11 5 6 4 5 5 WA TAS NT 10 35 FAVOURABILITY 75 This breakdown can also be provided across different countries (such as Australia, New Zealand, China, Singapore), or at a regional level (such as Australia-New Zealand, South East Asia, Greater China). Regions within a country can also be broken into client-specific markets. Each column shows the volume of favourable, neutral and unfavourable media content, while the line above shows the average favourability rating of each region’s coverage. 30 AVG FAV PAGE / 7 Story Focus Media Type Chart 6 200 60 52.7 VOLUME 51.6 100 81 0 71 68 21 12 16 11 53 27 18 26 PRODUCTS & SERVICES HUMAN RESOURCES FAV 50 74 10 50 55 51.1 45 28 41 CORPORATE ISSUES NEU UNFAV 19 VOLUME 150 FAVOURABILITY 56.7 120 65 100 60 80 55 60 50 40 45 20 40 0 40 CORPORATE RESPONSIBILITY AVG FAV This chart shows the number of media reports (that is, print or online articles, or radio or television coverage) focused on each theme for that competitor, a breakdown of the favourable, neutral and unfavourable reports, and the average favourability of all coverage focused on that theme. FAVOURABILITY Chart 5 All Media 35 PRODUCTS & SERVICES HUMAN RESOURCES PRESS VOL INTERNET VOL PRESS AVG FAV INTERNET AVG FAV CORPORATE ISSUES CORPORATE RESPONSIBILITY BROADCAST VOL SOCIAL MEDIA VOL BROADCAST AVG FAV SOCIAL MEDIA AVG FAV The chart above shows a breakdown of the main focus of media reports in press, internet and broadcast media coverage. Similar breakdowns are possible for other areas of the analysis, as well as separate discussion in the text of each area of coverage. The “story focus” is the main focus or theme of each media report. Each has only one story focus, but may discuss multiple issues or topics. The different themes can be broken down into general areas, such as “corporate” and “products”, or into specific areas of interest to the client, like its different business divisions – such as “funds management”, “insurance”, and “real estate”. WHAT MEDIA SAYS THIS BOX CAN BE USED TO HIGHLIGHT COMMENTS IN MEDIA REPORTS THAT RELATE TO THE CHART OR TEXT ON THIS PAGE Media Name, 12 May 2012 MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 8 Leading Topics Corporate Issues Products & Services Chart 7 Chart 8 90 65 120 60 51.3 50 5 42.9 30 39 16 13 0 EXPANSION/ GROWTH 55 15 10 14 14 45 10 4 5 60 Analysis by iSentia tracks specific issues or topics which are referred to in media coverage. Each is counted once per media report, but one report will usually discuss many different issues, which may or may not be directly related to the “story focus”. For example, a report discussing a company’s financial results may mention its products in passing. The favourability breakdown shown in these charts is that of the media reports as a whole, as is the average rating. Therefore, a topic that is mentioned in a media report that is unfavourable overall may not have been discussed negatively itself: the average rating is affected by the tone of the report overall. 55 52 50.8 50 44.5 24 31 28 27 18 30 14 0 35 53.9 51.2 50.0 40 STAFF STRATEGY TRAINING EXECUTIVES ISSUES FAV NEU UNFAV AVG FAV MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 VOLUME VOLUME 44 15 90 54.0 60 45 60 57.0 FAVOURABILITY 75 13 12 10 13 11 PRODUCT LAUNCH BUSINESS PRODUCTS PRICE 14 CONSUMER COMPLAINTS PRODUCTS OR FEEDBACK FAV NEU UNFAV 45 FAVOURABILITY 59.8 40 AVG FAV The topics tracked in the analysis can be more general – such as “employees”, “growth”, “strategy”, “corporate social responsibility”, “sponsorship” – or specific – such as a client’s products in each business division. These are usually product types such as “credit cards”, “mortgages”, “insurance”, but the names of specific products can also be tracked. This can give an indication of whether the media is discussing the company in general terms, or, for example, if the specific company’s product launches or initiatives are receiving exposure in the media. The charts above are examples of issues in the “corporate” and “products” categories. It is often useful to break down issues that are relevant to different business areas, particularly when a company’s activities are fairly diverse. PAGE / 9 Leading Messages Chart 9 All Media Messages are a key area of qualitative analysis. VOLUME 0 10 20 30 40 50 60 HAS INNOVATIVE PRODUCTS 70 61 POOR QUALITY PRODUCTS / SERVICES 40 CARES ABOUT ITS CUSTOMERS 17 NOT COMMITTED TO INVESTMENT IN BUSINESS 10 CONTRIBUTES TO THE COMMUNITY 9 GOOD QUALITY PRODUCTS / SERVICES 9 EMPLOYER OF CHOICE It is advisable to track both general messages and a company’s key corporate and marketing messages to provide a more complete image of the company’s portrayal in the media. General messages can include “customer-focused”, “leading company”, “good corporate citizen”; while key messages can be adapted from the company’s communication strategy. 7 UNFAVOURABLE The messages to be tracked are set up prior to the analysis, so that the research is consistent. These messages can be changed over successive analysis reports as an organisation’s requirements change. However, some consistency is required to follow the trend of a message or set of messages over a significant period of time. FAVOURABLE Chart 10 All Media 0 10 HAS INNOVATIVE PRODUCTS 14 POOR QUALITY PRODUCTS / SERVICES 2 CARES ABOUT ITS CUSTOMERS 5 PRESS 21 4 60 70 MESSAGES ARE CONCEPTS THAT ARE COMMUNICATED, OFTEN INDIRECTLY, IN THE MEDIA, AND CAN BE FAVOURABLE OR UNFAVOURABLE 7 5 4 NOTE 5 2 INTERNET MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 8 50 29 9 CONTRIBUTES TO THE COMMUNITY 2 EMPLOYER OF CHOICE VOLUME 30 40 17 17 NOT COMMITTED TO INVESTMENT IN BUSINESS GOOD QUALITY PRODUCTS / SERVICES 20 BROADCAST SOCIAL MEDIA THE CHARTS ON THE FOLLOWING PAGE SHOW THE TOP MESSAGES BY VOLUME IN PRESS, INTERNET, BROADCAST & SOCIAL MEDIA PAGE / 10 Internet Press Chart 13 Chart 11 VOLUME VOLUME 0 2 4 6 8 10 12 14 HAS INNOVATIVE PRODUCTS 0 16 5 CONTRIBUTES TO THE COMMUNITY 2 GOOD CUSTOMER SERVICE 2 CARES ABOUT THE ENVIRONMENT 2 POOR QUALITY PRODUCTS / SERVICES 2 UNFAVOURABLE 10 15 20 HAS INNOVATIVE PRODUCTS 17 POOR QUALITY PRODUCTS / SERVICES 17 14 GOOD QUALITY PRODUCTS / SERVICES 5 CARES ABOUT ITS CUSTOMERS 5 EMPLOYER OF CHOICE 5 NOT AN EMPLOYER OF CHOICE 3 POOR VALUE PRODUCTS / SERVICES 2 UNFAVOURABLE FAVOURABLE FAVOURABLE Social Media Broadcast Chart 14 Chart 12 VOLUME 0 5 10 15 20 0 25 30 VOLUME 10 15 5 POOR QUALITY PRODUCTS / SERVICES HAS INNOVATIVE PRODUCTS 25 21 29 POOR VALUE PRODUCTS / SERVICES NOT COMMITTED TO INVESTMENT IN BUSINESS 9 CARES ABOUT ITS CUSTOMERS 8 CONTRIBUTES TO THE COMMUNITY OPERATES EFFICIENTLY / GOOD MANAGEMENT 20 35 7 5 UNFAVOURABLE MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 FAVOURABLE 6 CARES ABOUT ITS CUSTOMERS 4 EMPLOYER OF CHOICE 2 NOT AN EMPLOYER OF CHOICE 1 HAS INNOVATIVE PRODUCTS 1 FAVOURABLE UNFAVOURABLE PAGE / 11 Leading Spokespeople Chart 15 Press, Broadcast & Internet Media VOLUME 30 63.3 61.3 60 25 50.0 18 20 50 16 43.0 9 10 8 36.7 16 4 9 7 8 0 PAUL YEE JAKE SMITH FAV COMMENT iSentia’s media analysis captures the details of company spokespeople who are quoted or cited in the coverage, as well as any other commentators on the company (such as analysts, government representatives, or members of interest groups). 70 65.0 STEPHEN NG HELEN CHEN NEU COMMENT 40 FAVOURABILITY 40 The “bias” of the spokespeople is also captured: their comments are categorised as favourable, unfavourable or neutral towards the company. The average favourability rating shown in the charts is that of the media reports in which the spokesperson is cited – not that of the spokesperson. This can often be an interesting indicator of the effectiveness of company spokespeople, since if they successfully promote the company’s viewpoint and messages, this coverage is usually more favourable. 3 4 3 NINA LEE SANJAY MEHRA UNFAV COMMENT 30 AVG FAV Table 2 SPOKESPERSON AFFILIATION FAV COMMENT NEU COMMENT UNFAV COMMENT VOL AVG FAV PAUL YEE PRODUCTS ANALYST 0 7 18 25 43.0 JAKE SMITH COMPANY HEAD OF CONSUMER PRODUCTS 16 0 0 16 65.0 STEPHEN NG COMPANY REPRESENTATIVE 9 0 0 9 63.3 HELEN CHEN CONSUMER ADVOCATE 0 8 0 8 50.0 NINA LEE STOCKMARKET ANALYST 4 0 0 4 61.3 SANJAY MEHRA ECONOMIST 0 0 3 3 36.7 MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 12 Leading Media All Media Chart 16 VOLUME 125 60 53.8 50.5 100 52.7 53.5 50.5 48.9 55 50 71 75 50 12 32 25 27 0 TWITTER 45 44 40 20 11 13 13 13 10 10 2GB SYDNEY ABC 702 SYDNEY ABC 666 CANBERRA 8 FACEBOOK.COM THE DISCUSSIONS AUSTRALIAN FINANCIAL REVIEW FAV NEU FAVOURABILITY 150 This chart and those on the following page show the volume and average favourability of coverage in different media outlets that reported on the company. Usually only the top eight or ten media outlets (by volume) are shown. 35 30 UNFAV AVG FAV NOTE THE CHARTS ON THE FOLLOWING PAGE SHOW A BREAKDOWN OF THE LEADING MEDIA OUTLETS IN PRESS, INTERNET, BROADCAST & SOCIAL MEDIA. MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 13 Press Internet Chart 17 Chart 19 60 57.1 53.8 50 13 12 9 6 5 16 THE COURIERMAIL NEU UNFAV 52.5 55 48.8 12 8 8 8 45 3 3 5 4 4 4 5 4 3 2 2 2 2 2 2 YAHOO! ABC.NET THE BRISBANE SMH.COM AUSTRALIA .AU AUSTRALIAN TIMES .AU .COM.AU .COM.AU THE DAILY TELEGRAPH AVG FAV FAV Broadcast Social Media Chart 18 Chart 20 NEU UNFAV 40 35 COURIER MAIL .COM.AU AVG FAV 150 60 50 45 0 28 52.5 50.6 35 THE AUSTRALIAN THE CANBERRA FINANCIAL TIMES REVIEW 60 52.5 4 40 7 5 2 FAV 7 3 7 0 45 8 8 VOLUME VOLUME 18 65 20 55 51.1 FAVOURABILITY 24 24 54.3 FAVOURABILITY 30 60 56.3 55 52.7 13 51.3 50.5 10 7 4 5 2 5 4 50 10 5 8 8 8 4 2 2 3 4 5 0 2GB ABC 702 ABC 666 SYDNEY CANBERRA FAV NEU MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 2UE 4BC 3 3AW 45 50.5 48.9 100 AVG FAV 55 50 71 75 45 12 50 44 40 32 20 25 10 11 13 27 40 0 FAV 6 5 YOUTUBE GENERIC BLOGS 9 TWITTER FACEBOOK.COM DISCUSSIONS UNFAV 52.0 50.8 49.5 FAVOURABILITY 7 125 53.8 VOLUME 14 53.5 FAVOURABILITY VOLUME 21 NEU 35 30 FORUM REPLIES UNF AVG FAV PAGE / 14 Leading Bylines & Comperes Chart 21 Press, Broadcast & Internet Media 60 56.0 55.0 55.0 53.3 9 55 VOLUME 51.7 50.0 6 4 3 50.0 48.8 5 5 4 4 50 4 3 1 2 4 3 2 4 2 1 4 2 2 CHRIS SMITH LUKE BONA 0 CHI TRANTER LISA DAVIES JAMES COCKINGTON TOM ELLIOTT FAV NEU RHYS HAYNES UNFAV 3 45 2 1 FAVOURABILITY 12 This chart shows the top bylines or journalists (by volume) who wrote articles or compered broadcast reports that mentioned the client over the analysis period, a breakdown of their favourable, neutral and unfavourable reports, and the average favourability of their coverage. The favourability of coverage from key journalists can be a good indicator of whether a company’s key messages are being taken up by journalists or the outlets they work for. This chart can also be used to find journalists to target with additional information about the company or its products. 40 HOWARD SATTLER AVG FAV WHAT MEDIA SAYS THIS BOX IS USED TO QUOTE FROM MEDIA REPORTS THAT RELATE TO THE CHART OR TEXT ON THIS PAGE, SUCH AS REPORTS BY THE LEADING JOURNALISTS Media Name, 5 May 2012 MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 15 Table 3 Press, Broadcast & Internet Media BYLINE/COMPERE MEDIA FAV NEU UNFAV VOL AVG FAV CHI TRANTER BRISBANETIMES.COM.AU 1 0 0 1 55.0 NINEMSN 1 0 0 1 60.0 SMH.COM.AU 1 0 0 1 55.0 THEWEST.COM.AU 1 0 0 1 55.0 YAHOO!7 1 0 0 1 55.0 THE DAILY TELEGRAPH 0 2 0 2 50.0 THETELEGRAPH.COM.AU 0 1 0 1 50.0 THE AUSTRALIAN ONLINE 0 1 0 1 50.0 THE AGE 1 1 0 2 55.0 THE SYDNEY MORNING HERALD 1 3 1 4 48.8 TOM ELLIOTT 3AW (MELBOURNE) 0 4 0 4 50.0 RHYS HAYNES THE DAILY TELEGRAPH 0 1 0 1 50.0 THE TELEGRAPH.COM.AU 0 1 0 1 50.0 THE AUSTRALIAN ONLINE 0 2 0 4 55.0 CHRIS SMITH 2GB (SYDNEY) 2 0 1 3 51.7 LUKE BONA 2GB (SYDNEY) 2 2 0 3 53.3 HOWARD SATTLER 6PR (PERTH) 1 2 0 3 53.3 LISA DAVIES JAMES COCKINGTON MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 16 Leading Twitter Users Chart 22 25 60 55.0 55 15 47.0 45.7 10 5 0 50 45 42.5 7 5 5 5 2 3 4 2 3 2 DAIRY GOODNESS OZ BARGAIN ANTIBOLT 5 46.3 46.0 FAV MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 4 4 4 3 DEBBIE FRAIL1 SWEARY ANTHONY FAVOURABILITY VOLUME 20 This chart shows the leading Twitter users (by volume) who discussed the client over the analysis period. The chart provides a breakdown of their favourable, neutral and unfavourable comments, and the average favourability of their discussions. 40 35 NEU SPUD BENBEAN UNF AVG FAV PAGE / 17 Placement Chart 23 Press 120 70 VOLUME 59.4 55.9 55.2 60 52.9 49.2 60 50 32 30 24 8 12 18 6 11 7 PROMINENT MENTION HEADLINE MENTION PASSING MENTION 15 0 29 FAV NEU 21 40 18 FAVOURABILITY 58.3 90 11 15 11 7 These charts show the placement of mentions of the company in press, broadcast, online and social media, as well as the number of reports that included a relevant image and quoted or cited a company spokesperson. “Prominent mention” means that the company was mentioned in the first two paragraphs (press and internet) or leading section of a broadcast report, or three times overall. “Passing mention” means that the company was mentioned only once or twice in the body of the report. 30 SPOKEPERSON PHOTO/LOGO/ FRONT PAGE QUOTED CHART/GRAPH UNFAV AVG FAV Chart 24 Broadcast 120 70 VOLUME 90 61.0 60 56.4 54.8 53.0 51.7 60 30 50 40 39 8 12 9 9 20 21 29 7 PASSING MENTION 9 7 13 INTRO /1ST SENTENCE/ LEAD-IN LOGO GRAPHICS FAV MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 NEU 40 17 15 0 PROMINENT MENTION 19 FAVOURABILITY 59.0 UNFAV 11 6 30 SPOKESPERSON LEAD STORY QUOTED AVG FAV PAGE / 18 Chart 25 Internet 80 70 VOLUME 59.4 55.9 55.2 60 52.9 49.2 40 50 27 21 20 8 15 7 10 12 9 4 5 6 PROMINENT MENTION HEADLINE MENTION PASSING MENTION 0 FAV 14 5 7 12 4 5 40 FAVOURABILITY 58.3 60 9 5 30 SPOKEPERSON PHOTO/LOGO/ FRONT PAGE QUOTED CHART/GRAPH NEU UNFAV AVG FAV Chart 26 Social Media 120 50.3 50.9 50.6 48.8 80 60 40 55 51.5 48.6 56 45 30 40 19 20 16 24 7 10 FOCUS OF TWEET PASSING MENTION IN TWEET 0 50 8 INTRODUCTION/ FIRST SENTENCE/ LEAD IN LOGO FAV NEU MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 12 10 6 5 PASSING MENTION PROMINENT MENTION UNFAV AVG FAV 7 FAVOURABILITY VOLUME 100 60 35 30 GRAPHICS PAGE / 19 Origin of Coverage Chart 27 All Media MEDIA RELEASEGENERATED 8.6% This chart shows the percentage of articles that are identified as proactively generated by a company media release or generated by a third party (such as letters-to-the-editor, surveys, or other companies’ media releases), and the percentage that are“spontaneous” or reactive news. THIRD PARTYGENERATED 3.5% SPONTANEOUS 88.0% NOTE AS WELL AS MEDIA RELEASES, OTHER PROACTIVE MEDIA ACTIVITY CAN BE INCLUDED IN THIS SECTION SUCH AS PRESS CONFERENCES OR INTERVIEWS, IF DETAILS OF THESE ACTIVITIES ARE SUPPLIED BY THE CLIENT. MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 20 Methodology Best Practice Media Analysis The media analysis methodology used by iSentia has a systematic approach to turn media content into meaningful data. This approach analyses media content both quantitatively and qualitatively. iSentia uses the CARMA® media content analysis methodology, which is internationally recognised as one of the leading commercial systems available. CARMA® (Computer Aided Research and Media Analysis) uses advanced technology to quantify media content, and human intelligence to provide qualitative insight and analysis. iSentia uses the CARMA® methodology to qualitatively analyse media coverage by taking into account multiple variables. These include the: > Placement of media reports (front page or lead item in broadcast media and websites); > Positioning of organisation discussion (headline, prominent mentions, passing mentions); An aggregate score is calculated based on these multiple variables and presented on a 0–100 scale where 50 is neutral. This is an overall rating of the favourability of each media report towards the client organisation (and, if relevant, other organisations or competitors). This aggregate score is called the CARMA® Favourability Rating. The average favourability is the aggregated rating of the media coverage analysed. This can identify the potential impact of media reporting, and can be used to identify trends and establish benchmarks for future data. The criteria for analysis (such as topics and specific key messages) are set up uniquely for each individual client by a team of media analysis experts. These experts bring their industry knowledge to identify key issues and attitudes that appear in the media, answer clients’ key questions, and, where relevant, provide recommendations for further action. The consistency of analysis is ensured in three key ways: > Most of the variables analysed are objective criteria (such as media name, positioning, sources’ names); > The somewhat more subjective topics and messages are identified by either exact phrasing or acceptable alternatives, provided to researchers before analysis begins; and > iSentia uses multiple researchers on projects to minimise individual subjectivity. Average Favourability Explained > Image (photos, illustrations, charts, cartoons, or the image content of video); > Topics discussed in the media and their relative importance to the client organisation; > Messages, both favourable and unfavourable, communicated in media reports; > Sources quoted (both organisation representatives and other individuals who make relevant comments in the media); and > Tone of content (extreme language, adjectives and adverbs, metaphors or similes and other figures of speech). MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 21 AMEC Membership iSentia is a member of the International Association for Measurement and Evaluation of Communication (AMEC), the leading organisation for media analysis and measurement globally with 104 members in 50 countries. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. To give you confidence that you have received the best reports and insights, having this membership means that iSentia complies with AMEC’s strict standards (see www.amecorg.com). AMEC Global Communication Effectiveness Awards 2012 In 2012, reports produced by iSentia won a total of five AMEC Awards: Gold – Best Use of Communication Management: Business-to-Business Silver – Best Use of Communication Management: Not-for-Profit Silver – Best Use of Measurement for a Single Event Bronze – Best Use of Measurement for a Single Event Bronze – Best Use of Communication Management: Public Sector iSENTIA IS THE WORLD’S MOST AWARDED MEDIA ANALYSIS AND MEASUREMENT COMPANY 2010–2013 MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 22 MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013 PAGE / 23
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