Online Media Coverage Analysis
Press officers and directors of communications are always asked to explain the impact of their work, and to show the effectiveness of university media coverage. Yet we know that common press measures (column inches, number of articles, advertising value equivalents) rarely tell the whole story. Existing qualitative assessment is also too crude as it normally gives just a three grade assessment (positive, negative, and neutral). In response to the need for a tool that looks at tone, headings, pictures, web links, direct quotes etc. and gives a really specific sense of overall qualitative impact, we developed Aurora. This has been used by our client universities in the World 100 Reputation Network, and now we are extending the service to other universities. The coverage gives you:
- An analysis of qualitative international press coverage for work week of each month for your own university. This includes a short, detailed summary of the month, providing the key facts and comparing you with the other universities who have signed up for the tool.
- Individual articles reports for your university. Each mention is presented in detail with every variable score given to calculate the qualitative impact. This gives the most in-depth reasoning as to why a media story achieved a high or low score.
- An analysis by volume of the coverage of the top universities in the world. A chart showing the top 40 universities by volume coverage
- A monthly comment that looks at your performance compared to the other universities who have signed up.
- A full list of the media mentions for your university, useful for comparison between stories.