Q1. How much coverage are we getting?

Understanding and describing your company's media coverage is the foundation of a good measurement program. True, this is simple counting (449 pieces of coverage in Q1).  But please don't get ensnared in the myth that you shouldn't count clips.  Counting is the basis of good management and all process improvement. 

As you improve your media measurement capabilities, you can add analysis that explains spikes in coverage (news announcement, product launch, earnings, etc.).  If your company is publicly traded, it's a good idea to segment earnings coverage from product, customer or other corporate news as earnings coverage is generally formulate and predictable.