PR: Should you be afraid of analyzing negative media coverage?

To fear or not to fear?

  • Distance. What if it turns out the coverage wasn’t so negative after all? An external, independent observer can help put things in perspective — and reassure management.
  • Score. A firm specialized in media analysis can determine the negative brand impact in dollars. It’s important to use a method that is easy to understand for all types of organizations.
  • Confirmation. Did the current media strategy turn the tide?
  • Distinction. A detailed analysis of the content of media coverage helps to distinguish the impact of each issue, which is essential for rehabilitating an organization’s battered reputation.
  • Clarity. Which issues would it be appropriate to put forward during the media operations following the crisis?

Back to the Collège Brébeuf case

  • Let’s use a negative news item, published on page 7 of Le Journal de Montréal on Tuesday, October 20 2014. This article represented a brand impact of -$41,420* for Collège Brébeuf, according to our measure [d] media evaluation tool
  • In the wake of the release, Collège Brébeuf director Michel April gave FM 98.5 radio host Paul Arcand an interview. Insofar as the interview didn’t go too badly, it had a positive brand impact of $11,960 * for the school.



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P+ Measurement Service

P+ Measurement Service

P+ Measurement Services is an Independent PR measurement and evaluation consultancy.