Media reports are shaped by individual authors (or teams of authors) depending on editorial policies and sources of information. A media report is the result of a complex process in which authors and editors express their views on a certain topic, event, corporation etc by the size, time, context, shape and contents of a report.

Media report analysis shows how the media and their editorships responded to a certain topic that is a subject of their research. Variables that we measure show qualitative and quantitative relations towards particular topics featured by individuals, corporations or institutions. Based on the analysis of the contents and shape of media reports we can learn about the circumstances under which the report occurred.

Analysis of media reports about a particular corporation or institution shows the quality, shape and topics of the reports that were transmitted to readers or TV audiences during a particular period through media and thus shaped readership's or TV audience's opinions about a corporation/institution and connected topics.

KVALIA - analysis of media reports

KVALIA Analysis of media reports was developed for the needs of domestic and foreign corporations and institutions based on the experience of Press clipping.

KVALIA contains the following:
•  thematic structure of publicity
•  value structure
•  planned/unplanned publicity
•  analysis of media and authors
•  comparison with the competition
•  other research variables (advertising value equivalent, report's visual construction…)
•  analysis of various other segments

Research variables included in the model also take into consideration the characteristics of the media market (researches on readership and viewer ratings)

KVALIA research variables are adjusted to the requirements and needs of each particular client.

PRESS CLIPPING makes simple analyses of media reports with basic research variables (date, media, author, evaluation) and special analyses of events, authors, topics, contents of individual media, shows etc.