Posted by nick_niesen on October 28th Wholesale Danny Green Jersey , 2010
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?.
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways Wholesale Tony Parker Jersey , including by circulation, region, ad equivalency, company programs and services Wholesale Patty Mills Jersey , and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.
Just Say No
The automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium Wholesale Dejounte Murray Jersey , will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts Wholesale Derrick White Jersey , but the rest should be left to a team of communications professionals.
Too Subjective?
The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted differently by each individual, won't this skew the results in the end? True enough -- but this can easily be solved with the introduction of a tone standardized 'scorecard' that is consistently applied to each story.
These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.
The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied Wholesale Kyle Anderson Jersey , one quick fix is to use the C.B.S. Scorecard instead:
Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)
After reading an article, it is much easier to answer the question "Was that story critical, balanced, or supportive of our organization?" Instead of: "Was that story negative Wholesale George Gervin Jersey , neutral or positive?"
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
When it comes to tone it won't always be black or white, but I'd rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.
Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range Wholesale Bruce Bowen Jersey , from - 5 to + 5, to provide a more in depth analysis.
Rating Criteria
+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action
+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action
+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action
+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action
+1 Supportive
0 Balanced
-1 Critical
-2 Critical Mention + one of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-3 Critical Mention + two of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-4 Critical Mention + three of the following: Negative Executive Mention Wholesale Dennis Rodman Jersey , Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-5 Critical Mention + four of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
Once each story is toned, the rest of analysis can be automated by your software solution. The tone can be used independently to determine the success of the campaign by percentage of C.B.S. stories, but the tone can also be used alongside the rest of the analysis to identify possible media bias or problem areas by region or publication. The media is always analyzing your organization聟why not return the favour?
New media monitoring and analysis technologies are certainly changing the face of media relations activities and provide immense return on investment Wholesale Sean Elliott Jersey , but determining the impact of a news story on your organization should be kept in human hands for the time being.
It was not probable in past as no one could acquire stuff on the internet.
The Cambridge-educated Jutting pleaded guilty to the lesser charge of manslaughter in a case that gripped the financial hub. Scrape out the old and add new. Moreover, customers want to k. Cheap Jerseys From China Wholesale Replica Jerseys Wholesale NFL Jerseys Free Shipping Wholesale NBA Jerseys Cheap Wholesale Authentic MLB Jerseys Wholesale Authentic NHL Jerseys Wholesale NFL Football Jerseys Wholesale NCAA Jerseys Free Shipping Cheap Jerseys Cheap Jerseys From China
Rs Gold
Cheap Rs Gold
buy rs gold
RS 07 gold for sale
runescape gold
buy runescape gold
2007 Runescape Gold for sale
cheap runescape gold
Runescape 3 Gold
Runescape 2007 Gold
07 Runescape Gold
buy cheap RS 3 gold Rs 2007 Gold
07 Rs Gold Runescape accounts
runescape prices
buy runescape 2007 gold
buy old school runescape gold
osrs coins
rs 07 gold
rs - money making
runescape gp
runescape buy bonds
cheapest place to buy gold
runescape gold for sale
sell rsgp
runescape gold swap
runescape shop
osrs gold uk
osrs gold for sale
call girls in agonda
call girls in baga beach
call girls in betalbatim
call girls in butterfly beach
call girls in calangute beach
call girls in candolim Beach
call girls in cavelossim beach
call girls in curchorem cacora
Independent Pune Call Girl Independent Lonavala Call Girl Amazing Khandala Call Girl Indian Call Girls VIP Pune Escorts Call Girl In Aurangabad Sexy Call Girl In Nagpur VIP Nashik Call Girl Punjab Escorts High-Class Pathankot Escorts Service Sexy Call Girls In Patiala Hoshiarpur Independent Escorts Moga Escorts Independent Malerkotla Escorts VIP Call Girl In Amritsar Call Girls In Jalandhar Abohar Escorts Dazzling Barnala Call Girls Independent Batala call girls Bathinda Call Girls Escorts Services Real WhatsApp Call Girls In Fazilka Gurdaspur Escorts Lucknow Escorts Aundh Escorts Bibvewadi Escorts Dhanori Escorts Dhayari Escorts Hadapsar Escorts Kalyani-Nagar Escorts Kondhwa Escorts Koregaon-park Escorts Kothrud Escorts Magarpatta-city Escorts Narayangaon Escorts Pashan Escorts Pimpri-chinchwad Escorts Pune-airport Escorts Shivane Escorts Sunarwadi Escorts Swergate Escorts Tulsi-baug Escorts Viman-nagar Escorts Visharant-wadi Escorts Yewalewadi Escorts