Media assessment analyzes how media coverage affects an organization, using tools such as surveys and interviews. It can be done in-house or by external contractors and can help organizations strategize for the future.
Media assessment is the analysis of how media coverage has affected a business or other type of organization. The process mainly consists of collecting and analyzing information about how the company is perceived due to the coverage received. Some of the tools used to collect this data include surveys, interviews, and internal records such as sales reports.
The media evaluation process can be used to review guest and uninvited media coverage. It can be used to determine whether a press release or advertising campaign had its intended effect on its target audience. In the case of unsolicited coverage, a media assessment can be used to find out what effect the news had on customers and prospects.
Media assessment can be performed by staff or an external contractor. Large companies may have the resources to perform the task in-house. Whatever the size of the company, outside contractors can be valuable because they provide an unbiased point of view. Contractors are also more likely to understand the organization’s audience perspective because they already have an outside view.
The complexity of a media assessment depends on the organization’s needs. It can be run sporadically or as part of a long-term media tracking plan. The less frequent assessment can be used for individual campaigns or for isolated incidents, such as scandals or industry-affecting events. More frequent assessment is usually accompanied by consistent multimedia tracking, which can also be performed by an external resource and often by the same contractor.
A typical media assessment will include both a quantitative and a qualitative review. Quantitative analysis is the study of statistics collected through such means as surveys, interviews and the study of records. A qualitative analysis is more subjective and essentially explains how the numbers from the quantitative analysis arrived.
Media assessment is often used by an organization to strategize for the future. By knowing how its most recent campaign affected its target audience, an organization can plan its next move. He can determine if he is using the right tactics or if he needs to change his approach. A media assessment can also give the organization an idea of how well it can expect to do financially. If it’s not in favor of the public, adjustments may need to be made so that it has the resources it needs to function while you work to improve your public profile.
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