Eight steps to an international media analysis
How can we establish a balance between cost, quality and speed when it comes to the observation and analysis of media coverage? Particularly in the international context, this represents a challenge for many companies.
The IPR Research Commission members Mike Daniels and Angela Jeffrey in this research paper seek to answer the question „How does an organization structure a media monitoring and measurement program that provides optimal international business intelligence in a cost-effective manner?“ The authors emphasize the importance of first understanding the media landscape of each country in which you want to monitor the news coverage. They therefore recommend, for example, to pay regard to the spread of practices such as “cash for news coverage“, to assess the credibility of the media and draw the right conclusions.
The authors then identify eight steps to creating a balanced international media monitoring program. They begin with the problem that many clients do not know exactly what they really need for an effective media monitoring. That is the reason why often they would ask for the “full toolbox“, which is expensive and sometimes misleading. Accordingly, the eight steps contain primarily clues to figure out what goals and needs the international media monitoring program should serve. Starting with the business goals in the first step, the list goes on with content and language needs and finally leads to tips for the choice of providers and the evaluation of the program in the last step. On this basis the development of a custom-fit media analysis that offers the maximum benefit at the lowest possible cost should be made possible.
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