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

To fear or not to fear?

When this type of situation happens to our clients, they ask us to measure the effects of the negative media coverage on their organization. They want to know — and rightly so — whether their handling of the coverage has helped calm the storm, or added fuel to the fire.

  • 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

The private school did not renew the contract of a drama teacher because she had appeared nude in a number of films some 50 years earlier. Some enterprising students had come across certain scenes featuring their drama teacher that were considered “erotic” for the time. And a scandal was born!

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