Monitoring & analytics

 
   
 

Who owns information owns the world.

Nathan Rothschild

Each day that passes, marketing and Public Relations become more prioritized trends and, to some extent, a compulsory condition for prosperous business. Essential elements of these trends are constant analysis of the market tendencies and its changes, researching the most important news and current media climate.

Mainstream Communication & Consulting provides the following informational services:

  • media monitoring and analysis
  • quality marketing research (expert polling and in-depth interviews)

Media monitoring and analysis

Media monitoring is done by searching and selecting materials in mass media (print, online, newswires, TV and radio) according to specific key markers (it can be a word, a phrase, a theme or sphere of activity) and time frames defined by you.

Media monitoring is a crucial component of tracking changes in your Company’s image, its PR-strategy and campaign’s efficiency analysis. It will allow you to:

  • find your way through the informational whirlpool, trace key trends, relevant to your work area; follow the news, latest statistics, including index of audience’s interest to the information (quantity of media pickups);
  • stay informed on the tendencies that underlie majority of information processes, which, in turn, affect companies and markets;
  • shape informational climate by planning or correcting media strategy of a Company or a person, preparing extraordinary news hooks to neutralize or prevent external risks.

Our monitoring covers:

  • print Ukrainian media (over 56 central and 300 regional press)
  • online media and newswires (over 5000 sources)
  • radio and TV (18 central TV channels)

Common forms of media monitoring reports are:

digest is a selection of news pieces, collected in a specific time period and classified according to categories, subjects and other characteristics. Such form is effective for retainer monitoring (daily, weekly and monthly) which helps to follow the immense information flow and not get lost.

press-clipping is a selection of all relevant text information, collected for a specified time period. Such form of reports is effective for tracking media’s reaction to a specific theme, event or press release.

media analysis is a close, and at the same time, complex scrutiny of media pick-ups, including qualitative and quantitative methods of content analysis, plus we offer expert analysis based on conclusions and commentaries from senior analysts. Media analysis helps to complete and systematize the information attained by media monitoring.

Media analysis includes media monitoring and:

  • integral understanding of the information field, its dynamics and behaviour for a certain period of time (month, quarter, year)
  • definition of the key components of a Company’s media-image and its top management, trace dynamics
  • clear understanding of the media coverage of particular issues in the market
  • identification of direct and hidden informational threats to your business and recommendations from senior experts on how to have them neutralized

Research

Marketing research is essential for efficient planning, defining behaviour and tactics of companies in the market, receiving objective information on the market dynamics and competitors’ activity.

Systematical marketing research is indispensable for marketing decision-making, short and long-term strategic planning. Marketing research findings allow to avoid or level down various risks, reveal objective attitudes toward a specific output, whether product or service, noticeably increase efficiency of measures taken.

PR audit is usually a broad-scale, loosely structured research study exploring Company’s public relations both internally and externally. PR is effective for analysis of both, external and internal Company communication. Findings of such research help to indicate the problem areas of the Company’s communication policy and correct them in order to increase the effect of its activity.

As most of researches, PR audit is based on the common set of tools, laboratory and field methods, qualitative and quantitative research. For example, all available information analysis, media content analysis refer to laboratory methods; at the same time, field analysis consists of questionnaires, surveys, in-depth interviews and other tools.