Commonly referred to as measurement by kilogram collecting press clippings focuses on quantitative measurement with little attention paid to the quality of media coverage. Press clippings, tapes or transcripts indicate only that reporting occurred in the media. They do not indicate whether target audiences read, saw or heard the information and if they did whether it influenced their attitudes or behavior.
POSITIVE/ NEGATIVE ANALYSIS
In attempt to provide qualitative assessment of editorial media coverage PR practitioners accepted that negative publicity was unlikely to achieve objectives and began to categorize media coverage in terms of positive, negative or neutral. This was done based on the belief that positive coverage supported clients or employers objectives while neutral coverage at least raised awareness. However this runs into 2 major challenges:
- It involves a high degree of subjectivity,
- Sometimes positive articles may appear in media which do not reach the client’s target audience or which while generally positive may not contain the client’s key messages. Also the articles may be positive but not strategically important and thus do not contribute to achieving a client’s objectives.
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