McNamara Research’s core business is media analysis: our services are independent and objective. We provide our clients with an independent audit of corporate or brand reputation.
Media analysis is an effective tool for measuring the impact and quality of your news, acquiring competitive intelligence, benchmarking against other sectors or industry participants, tracking the impact of PR activity over time, and understanding changing media interests and attitudes towards particular issues.
Our services include:
- Media content analysis
- Competitive benchmarking
- Journalist tracking
- Key performance indicators
- Social media analysis
Media content analysis
How often is your ‘brand’ appearing in the media? How favourably is it being reported? Are there specific issues that are proving to be problematic, or easy sources of positive press? How faithfully is the media reporting your proactive efforts?
Being aware of trends in volume of coverage, tone of reporting on different issues, and which media titles and journalists are more receptive to your news helps to define a clearer media management strategy.
Competitive benchmarking
Who are your main competitors? How successful are you when appearing in the press linked to issues involving your industry and sector? Are there key issues where you hold a competitive advantage over your rivals?
Knowledge of the strengths and weaknesses of your rivals will help you better manage aspects of your engagement with the media, and provide opportunities to stimulate debates and be recognised as a leader.
Journalist tracking
Are you aware of relevant journalists’ particular interests (issues they write about most frequently, most positively or negatively), and how journalists treat different competitors in your sector?
Knowing the tendencies of journalists who are dedicated to your field of activity is a key step in being able to focus your news output.
Key performance indicators
Is your media performance meeting your expectations and goals?
Measuring your performance over time provides you with perspective on the media’s interest in your key messages, and which topics have proved to be the most profitable when engaging the media.
Social media analysis
Even if you are not using social media for outgoing communication, there is a good chance people are talking about your brand, products, organisation, management and relevant issues on blogs, micro-blogs, social networks, forums and message boards. Analysis of social media gives you the opportunity to listen in on conversations, find out what people think and identify key influencers, thus informing your future communications planning.
Read about The McNamara Research Team »