Media content analysis is a growing area of public relations research for evaluating publicity and offers a more reliable and relevant method of evaluating the effectiveness of media coverage. While systems vary, most rigorous media content analysis systems measure:
- Total circulation or audience reached;
- Target audience or market reach/penetration;
- The extent to which key messages were communicated;
- Share of voice compared with competitors or others.
In simple terms, communication is about getting your key messages to your target audiences – preferably better than competitors do. That is what PR needs to focus on and what PR research should address.
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