Media analysis: what is it worth?

Abstract

Purpose

Now more than ever, businesses need to understand what the media is saying about them. The authors describe three types of media analysis: salience and sentiment analysis; theme and contradiction analysis; and problem and solution analysis, the first two of which are routinely commissioned by many companies. Using four case studies the authors describe how problem and solution analysis can be used to save costs and increase revenues.

Design/methodology/approach

Four case studies are used to illustrate the financial value that problem and solution media analysis can play in understanding and solving a range of business problems.

Findings

The authors show how the analysis of media commentary helped a public company to identify its most influential investment commentators; helped an appliance manufacturer to change its sales force compensation scheme; helped a financial services company to position its IPO; and helped an internet‐based share trading company to understand some conflicting research results. The financial value of these outcomes often far exceeded the price paid.

Originality/value

The authors compare and contrast three styles of media analytics. The review suggests that the problem and solution analysis technique is novel and financially valuable in situations where media coverage creates problems.

Citation

Dowling, G. and Weeks, W. (2011), "Media analysis: what is it worth?", Journal of Business Strategy, Vol. 32 No. 1, pp. 26-33. https://doi.org/10.1108/02756661111100292