Media analysis

To measure or not to measure is no longer a question. Organizations which deal with public relations activities (PR) usually set clearly defined and measurable business goals. Media relations are an important part of the PR, since the interaction with them creates valuable media content for the company. The media analysis reports developed at Press clipping provide an answer to all key questions related to the management of corporate identity in the media as well as questions regarding the efficiency of PR activities. Companies can determine the efficiency of PR activities by using one of the measurement methods or evaluation of the clipping. The key question is therefore not whether to measure or not, but who and with which method will measure and who will use the acquired information. We advise you not to use superficial analysis models as they could easily undermine the work done by PR experts and consultants; they can also conceal the fact that you could be dealing with a poorly completed job. So always trust the experts to conduct your demanding analysis properly. Our guidelines for media analysis:

Impartiality
Evaluation is based on the principles respecting micro-business success and social responsibility.

Reliability
The process of the analysis is under control and is executed in accordance with the principles of good practice (expert knowledge, precision and following of procedure).

Validity
The communications efficiency model is both internally and externally valid. It was created in co-operation with communications experts and according to the needs of top management.

Stability
Since 2004 we have been using unified evaluation premises and a pondering system with internal and external validity. A group of our analysts with continuous education and control procedures maintains an adequate and standardized form of evaluation system in accordance with the defined pondering system, evaluation premises and evaluation procedure.