Q4. What is the coverage about?

Very often, thin or irregular attention is paid to the content of a company's media coverage, so systematic analysis of content is a huge step up in measurement maturity.

The easiest thing to track is high-level subject matter: Is the coverage about products, financial performance, philanthropy, executive vision, community relations, etc.? Standardizing the subjects you track and tagging coverage this way will go along way to answer questions about what part of the corporate narrative is getting picked up by the media.

The next level of analysis is to understand message pull-through and spokesperson inclusion, as well as to tag and summarize which third-parties (promoters or detractors) are being quoted in your media coverage.