Media Analysis Articles

1). Brand Management -- Beyond Marketing By : Paul Mewett
In the past, the management of an organization's brand has usually been the sole domain of the organization's marketing team. However, with the evolution of the Internet and people's need for instant information, there is a greater call for public relations professionals to become more directly involved with an organization's brand management. The Dictionary of Business and Management defines brand as: a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.
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2). Change Your Tone - Media Coverage Shouldn't Be Toned By Software By : Chris Morrison
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.
Article Related to: media analysis, news, articles, media monitoring, press clippings, media measurement, media intelligence, media relations, pr, public relations, brand, mediamiser

3). Do New Media Technologies Contribute to a More Democratic Polity By : Jonathon Hardcastle
Since the introduction of mass media, academic debates in the field of communications and among the everyday discussions of citizens around the world, tend to emphasize on the importance of news and entertainment media as mediums of political discourse.
Article Related to: media technologies, mass media, new media, media analysis

4). Relationship Management: Knowing and Communicating with Your Key Publics By : Brett Serjeantson
Many organizations actively engage in 'Issues Management.' For most, this involves scanning the news, developing communications strategies around relevant issues and trends, and then communicating their messages back through the media. However, effective communications is more than just managing issues through the media. Companies and organizations must also be aware of their external publics – the people and groups outside of an organization's sphere that affect, or are affected by, what that organization does.
Article Related to: media analysis, news, articles, media monitoring, issues, media measurement, media intelligence, media relations, pr, public relations, brand, relationship management, mediamiser

5). Communications Analysis: Real-Time -- Benchmark for success in 2006 By : Chris Morrison
You've just reviewed the final results of your last pro-active media campaign to launch that new product or service. The numbers look pretty good: media impressions were in the millions; coverage was evenly split between broadcast and print; and a leading national paper ran three stories on the launch-pretty impressive. But could it have been better? Analyze this Analyzing issues or campaigns is the first big step in truly understanding any communications success or failure.
Article Related to: media analysis, news, articles, media monitoring, press clippings, media measurement, media intelligence, media relations, pr, public relations, brand, mediamiser