Communication analysis: Mediability's handbook

In an increasingly connected and complex world, communication analysis has become an indispensable tool for any company aiming to maintain its competitive advantage. It consists mainly of three steps: context analysis, press review and media analysis. These processes are the key to understand the effectiveness of a company’s communication strategies and can therefore help guide future decisions. But what do they consist of in practice? Let’s find out together.

Context Analysis

Every successful communication strategy starts with a solid context analysis phase. This process makes possible the identification of both what works and what does not within the existing strategy. The first step is an internal analysis to assess the marketing strategy already in place and the effect it has on brand reputation. Next comes an external analysis, comparing one’s own performance with competitors, with the aim of identifying the best performance in the field. Then, you need to know your audience in depth and be clear about who the typical buyer of a certain product is, in order to develop a communication strategy that, using the right channels and language, is able to reach the desired target. In this context, the press review becomes an indispensable monitoring tool.

Press Review

A press review is more than just a summary of articles or quotes. It is a true monitoring system that allows you to keep track of news about a brand or product on a daily basis, both on traditional channels such as newspapers, magazines, websites, radio and TV, and on digital platforms such as blogs and social media. Within an era dominated by brand reputation, the press review is one of the most powerful tools for companies to monitor their media presence. Producing a truly useful press review requires method and precision, so as to carefully select relevant sources, creating an ongoing process that can evolve in symbiosis with the market.

Media Analysis

Once all the material has been collected, we come to the most important stage: media analysis. This allows you to understand how the brand is perceived externally, offering valuable data to improve brand positioning. Analysing which and how many media have reported a press release or a certain news item, and in which way they have done it, is crucial. Various parameters need to be analysed, such as the quantity of relevant publications, the quality of mentions, the tone of the articles, the economic value, the amount of readers reached, and the readers’ comments, in order to understand the effectiveness of the message being conveyed. Thus understanding how the brand itself is perceived by the public, also in comparison with competitors, so as to identify any criticalities and correct the communication strategy where necessary. The analysis process is expressed in periodic reports specifically designed for the client and accompanied by the support of the analysts themselves, who are able to provide the necessary assistance in understanding the data.

Mediability

In short, communication analysis is a strategic tool to guide corporate actions, ensuring that every move is based on solid data and a thorough understanding of the media environment.

If you are interested in investing in a rigorous communication analysis, Mediability is right for you. Our analyses are all customised to our clients’ needs and we provide ongoing support to those who have chosen us. Mediability boasts over 20 years of experience in communication analysis, a portfolio of clients and collaborations ranging from local to national and international. Contacting us means acquiring the experience of a team capable of leading your company to success in an ever-changing competitive landscape.