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Media content analysis
The first indicator, media content, can be measured by looking at the media coverage your organization or issue gets. This means: read, read, read, read and watch, watch, watch. It is important to read a vast array of newspapers and magazines, to watch the major television outlets, and listen to radio news programs in order to keep track of the amount and tone of news coverage about the issues your organization is promoting.
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Methods for tracking media coverage include: |
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Clipping services (newspapers and magazines) |
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Periodic review by staff of major dailies and weeklies |
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Video and audio copies of electronic media coverage |
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Run internet (online) searches for your organization or issue |
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Media coverage is measured by: |
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Quantity
Print = column centimeters of text/photographs.
Electronic = seconds/minutes of airtime. |
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Circulation/Audience
Numbers of individuals reached.
Type of individuals reached (e.g., businesspersons, sports fans, women, young people). |
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Placement
Where or when the story appeared.
How significant were any mentions of the organization, message or issue within the story or program. |
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Quality of Content. |
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REMEMBER! |
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Always label your clippings with the source/name of newspaper, radio or television station, etc, with page number or name of program, and the date!
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Keep them organized and accessible!
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Make a database by topic, media outlet, date so you can find this info easily in the future.
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It is also important to identify whether the coverage is generally positive, negative, or neutral; or, alternatively, whether the coverage is supportive or not supportive of the organization or coalition, its mission, goals and objectives.
In assessing the tone of the coverage, care must be taken to look at the story or program as a whole. It is easy to become so angered by a small error or misstatement that the good points of coverage are overlooked.
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