PR professionals need to be on top of their game at all times.

To be successful, you need to make use of certain tools to make your job not only easier but also make you more efficient.

Read on as media update's Saads Abrahams takes a dive into media analysis and why PR pros should make use of it.

Media analysis takes a look at:

  • who said what about your brand
  • where and when they said it, and
  • in which way it was said.

Media analysis, also known as media content analysis, is able to pull data from a complete media landscape.

This consists of:
  • editorial media
  • broadcast media
  • social media, and
  • advertorial media.


By PR pros making use of media analysis, they are able to work out how their brand is being perceived within the media. They're able to answer the question: Is it more negative or is it positive?

PRs can then gain a better perspective into how they can control the narratives that are being spread within the media landscape.

Media analysis assists you by:
  • improving your brand's reputation
  • measuring the impact of your PR campaigns
  • monitoring your media coverage, and
  • staying ahead of competitors.

What are your thoughts on media analysis? Let us know in the comments section below.

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Are you interested in media monitoring services? Then check out these Three reasons why your brand needs media monitoring now more than ever.
*Image courtesy of Canva
**Information sourced from Focal Points