Lecture 3 Flashcards
Why Monitor/analyse:
evaluate success, correct errors, ID/manage potential issues, understand competition/opposition, understand views of influencers, track opinions/trends, development/learning
Newsmaker:
person, event, product that is newsworthy.
Media Analysis:
look at newsmaker, are relationships in tension, is story balanced, key messages, how will messages affect relationships
Media monitoring/measurement:
read, listen, watch // use media monitoring service (could be all the time and/or for specific campaigns), measure quantity, quality, impact value
AVE:
measure news article - length x columns (ie 7.5 inches x 3 columns (14 agate lines), 7.5 x 14 = 315 agate lines, by 3 columns) THEN multiply by advertising rate. review slide
Barcelona Principles
- Setting measurable goals is an absolute prerequisite to communication planning, measurement, and evaluation
- Measurement and evaluation should identify outputs, outcomes, and potential impact
- Outcomes and impacts should be identified for stakeholders, society, and the organization
- Communication measurement and evaluation should include both qualitative and quantitative analysis - mixed methodology
- AVES are NOT the values of communication
- Holistic communication measurement and evaluation includes all relevant online/offline channels
- Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights
Credibility of media:
trad media lack cred/trust due to impact of tech, as well as “fake news”. People need accuracy, discipline, commitment to quality - when those principles are tampered with, audiences leave. More choices for audiences than ever
Key analysis components:
content/message use (harmful or helpful impact on relationships), tone (positive/neutral/negative), impact (audience reach of message), spokesperson effectiveness, valuation
Positive Tone:
one party made positive statement describing benefits, no countervailing point made
Neutral tone:
both sides of issue are articulated
Negative tone:
one party made discrediting statement, no countervailing point made
Media Monitoring Services:
Canadian Press, meltwater, Cision, Google Alerts
When Story wrong:
don’t overreact, determine source of the error, determine course of action
Setting record straight:
correction/clarification, immediate or delayed, editorial, station apology, new story, launch media program PHONE THE REPORTER
Going beyond media:
alberta press council (folded in 2019)l, national news media council of canada, canadian broadcast standards council, Canadian Radio and Television Commission (CRTC)
Complaining about media:
accuracy goes BOTH ways , correct quickly (start w reporter), pick battles, DON’T threaten legal action/pull advertising
Lead-in:
words they use to introduce the story
MRP2
Review this doc before exam
