Content AnalysisContent Analysis is a tool for identifying the issues or messages that appear in a defined amount of media coverage. It may also involve analysis of frequency, prominence, accuracy and tone of coverage – or even more. And it may involve analysis of long-term trends in the coverage of your industry and company. First you define the sample: which media and what period. Then you (or your consultants) read every word of the coverage, record the issues and messages, and summarize. Usually, you repeat the process to evaluate your improvement. This tool can help you diagnose your publicity program and prescribe adjustments. For example, you can determine that you should spend more time educating certain reporters, because their writing indicates that they aren't aware of your key messages. And you can show impressive analytical charts to your management. Several competent firms have specialized in this kind of analysis. I have had the pleasure of working directly with two firms, both of whom I recommend:
CARMA International
of Washington, DC, and
KDPaine & Partners
of Berlin, New Hampshire.
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