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3 Ways You Can Evaluate Awareness in the Media

Posted on 10-05-2015 by Megan Burnside

In the classic cartoon, It’s the Great Pumpkin, Charlie Brown, Linus says, “There are three things I have learned never to discuss with people: religion, politics, and the Great Pumpkin.”  Obviously, the media doesn’t hold to the same standards. It’s early days yet for media mentions of the Great Pumpkin, but both religion and politics have dominated the headlines recently. And the focus of attention might surprise you.

What Media Monitoring Reveals

As the field of Republican presidential hopefuls continued to spar with each other, Pope Francis’s American travel itinerary trumped Donald Trump’s lock on media attention. In fact, even the first state visit by President Xi Jinping of China to the United States failed to garner as much of the limelight as the papal visit. We used LexisNexis® Newsdesk media monitoring and analytics tools to see just what the media coverage shows.

1. Track Coverage Over Time and Share of Voice

While both official visits to the U.S. received only minimal coverage in the month prior, the visit by Pope Francis began garnering considerable attention in the weeks leading up to is visit, culminating in a spike in activity in the days marking his arrival and numerous addresses to the public, Congress and the United Nations.  In contrast, President Xi Jinping barely moved the meter with his visits to the White House and business leaders in Seattle.

2. Uncover Associated Subjects

The Pope didn’t avoid political hot-button issues. As the New York Times notes, “On a day that blended the splendor of an ancient church with the frenzy of a modern rock star tour, Francis waded quietly but forcefully into some of the most polarizing issues of American civic life. In addition to addressing the world's refugee crisis, the Pope spoke out on topics like violent crimes and climate change. The subject analysis below aggregates some of the areas that received the most attention in the media.



3. Monitor Other People Mentioned

In the graphic to the right, you can also see that Pope Francis facilitated media mentions of others. His stopover in Cuba before arriving in the U.S. led to mentions of both Fidel and Raul Castro. His visit to the White 

House and Congress drew attention to President Obama, Vice President Biden and Speaker John Boehner. And of course, Donald Trump’s insult about the Pope’s “little car” was enough to earn a little media attention too.  

Unless you work for the Vatican, you probably won’t be conducting sentiment analysis based on media coverage of the Pope, but it’s clear from these charts that media monitoring, coupled with easy-to-use analytic tools, can help you filter through vast amounts of data—without reading every word—to better understand and manage the reputation of your company or brand. How are you currently keeping up with the buzz?


3 Ways to Apply This Information Now

  1. Explore some of the other media-monitoring posts here on the Biz Blog.
  2. Learn more about the LexisNexis® Newsdesk powerful media monitoring and analytics solution
  3. Share this blog on LinkedIn to keep the dialogue going with your colleagues and contacts. 

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