Change Your Tone Media Coverage Shouldn T Be Toned By Software

Change Your Tone Media Coverage Shouldn T Be Toned By Software



Change Your Tone - Media Coverage Shouldn't Be Toned By Software
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.
These changes now drive the​ development of​ new tools from content providers,​ and new software programs to​ help better manage and analyze media coverage .​
the​ automation occurring at​ the​ database level and through the​ real-time delivery of​ organizational news,​ to​ internal and external stakeholders,​ is​ now almost taken for granted .​
And the​ holy grail of​ PR -- to​ automate media analysis and measurement -- is​ already under way; but where should software stop to​ make way for human analysis?.


Media analysis programs can save countless hours quantifying and sorting media coverage in​ an​ unlimited number of​ ways,​ including by circulation,​ region,​ ad equivalency,​ company programs and services,​ and competitive brands .​
However,​ do you​ really want a​ computer program qualifying how each story affects your organization? It's a​ gamble with little upside.


Just Say No
The automation of​ tone and sentiment has already been incorporated into some software programs,​ but how accurate can it​ be? Every story,​ across every medium,​ will have a​ dramatically different meaning or​ impact for various organizations and their stakeholders .​
Behind the​ news emerge both winner and losers.
For instance,​ if​ a​ negative story breaks about a​ strike at​ one bottling plant it​ will be a​ boon for its competitors .​
The ability to​ determine which companies are negatively affected by the​ news is​ very limited .​
Furthermore,​ understanding the​ actual tone or​ possible ongoing bias of​ the​ reporter on​ an​ issue is​ impossible to​ automate .​
News is​ as​ much about delivering the​ facts,​ as​ it​ is​ provoking a​ reaction or​ emotion from the​ reader .​
Media analysis solutions can certainly help decipher the​ facts,​ but the​ rest should be left to​ a​ team of​ communications professionals.
Too Subjective?
The argument against toning media coverage has often been it​ is​ too subjective -- if​ the​ news can be interpreted differently by each individual,​ won't this skew the​ results in​ the​ end? True enough -- but this can easily be solved with the​ introduction of​ a​ tone standardized 'scorecard' that is​ consistently applied to​ each story .​
These scorecards can really vary,​ depending on​ the​ type of​ analysis you​ want to​ deliver in​ the​ end .​
Many organizations will chose to​ tone stories by ranking them as​ positive,​ neutral or​ negative .​
The use of​ these 3 words alone is​ where subjectivity problems can creep in​ .​
Along with team brainstorming and training sessions on​ how tone can be applied,​ one quick fix is​ to​ use the​ C.B.S .​
Scorecard
instead:


Use Critical (in place of​ Negative.)
Use Balanced (in place of​ Neutral)
Use Supportive (in place Positive)
After reading an​ article,​ it​ is​ much easier to​ answer the​ question Was that story critical,​ balanced,​ or​ supportive of​ our organization? Instead of: Was that story negative,​ neutral or​ positive?
When it​ comes to​ tone it​ won't always be black or​ white,​ but I'd rather leave the​ grey zones to​ a​ trained communications professional rather than to​ the​ guesswork of​ a​ software application .​
When it​ comes to​ tone it​ won't always be black or​ white,​ but I'd rather leave the​ grey zones to​ a​ trained communications professional rather than to​ the​ guesswork of​ a​ software application.
Beyond the​ ranking of​ articles by tone using the​ C.B.S .​
Scorecard
,​ other metrics and meanings can be used in​ tandem to​ create and even stronger analysis .​
The following scorecard uses a​ scorecard range,​ from - 5 to​ + 5,​ to​ provide a​ more in​ depth analysis.
Rating Criteria
+5 Supportive Mention + four of​ the​ following: Key Message; Interview; Photo; Call to​ Action
+4 Supportive Mention + three of​ the​ following: Key Message; Interview; Photo; Call to​ Action
+3 Supportive Mention + two of​ the​ following: Key Message; Interview; Photo; Call to​ Action
+2 Supportive Mention + one of​ the​ following: Key Message; Interview; Photo; Call to​ Action
+1 Supportive
0 Balanced
-1 Critical
-2 Critical Mention + one of​ the​ following: Negative Executive Mention,​ Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-3 Critical Mention + two of​ the​ following: Negative Executive Mention,​ Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-4 Critical Mention + three of​ the​ following: Negative Executive Mention,​ Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-5 Critical Mention + four of​ the​ following: Negative Executive Mention,​ Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
Once each story is​ toned,​ the​ rest of​ analysis can be automated by your software solution .​
The tone can be used independently to​ determine the​ success of​ the​ campaign by percentage of​ C.B.S .​
stories,​ but the​ tone can also be used alongside the​ rest of​ the​ analysis to​ identify possible media bias or​ problem areas by region or​ publication .​
The media is​ always analyzing your organization…why not return the​ favour?
New media monitoring and analysis technologies are certainly changing the​ face of​ media relations activities and provide immense return on​ investment,​ but determining the​ impact of​ a​ news story on​ your organization should be kept in​ human hands for the​ time being.




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