Press analysis is essential for a large number of businesses, from different sectors, that seek to expand their presence in the media as well as to analyze the competition and market trends in order to generate an optimal marketing campaign or an efficient communication plan.
Here we explain what media analysis is and its importance and benefits.
Press analysis, media analysis, or media monitoring, is the technique by which print, television, radio, digital and social media are tracked and archived for later analysis on specific topics that are of interest to a company or brand.
Media monitoring is an important tool for quantitative and qualitative measurement and evaluation of at least three factors:
Below is a breakdown of each:
Media analysis to evaluate the performance of a company's Public Relations and Communications department:
Media monitoring for competitive analysis:
Press analysis to follow up on an issue of interest to the company:
In addition to all the above benefits, media monitoring is essential in times of crisis, as it allows to identify what is being said about a brand in order to outline actions in the management and containment plan to face a given situation, either to capitalize on it in favor of the company or to minimize the damage to the brand's image.