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Natasha WilliamsOctober 12, 2023

What is Media Analysis and Why is it Important?


Everyday, millions of articles are posted across countless sources. Amidst this overwhelming sea of information, a single news story has the potential to either catapult a company to new heights of success, or send it tumbling into a reputation crisis that can be challenging to recover from.

When information flows at such an unprecedented pace, understanding and managing your brand’s presence in the media has never been more critical. At Streem, we have taken an innovative approach to media intelligence, combining technology and human expertise to deliver comprehensive media analysis. 

Today, we’ll delve into the importance of media analysis, what it entails, and the key benefits it offers to businesses.


What Is Media Analysis?

Media analysis is the process of collecting and interpreting data about your brand’s coverage in the media. It involves both quantitative and qualitative analysis, offering valuable insights into your brand’s media presence, reputation, and impact. Streem works closely with our clients to tailor our analysis to their specific project requirements, aligning it with their strategic goals and business priorities.

Our media analysis is conducted in-house in Australia, using our proprietary technology and tools. We have established direct relationships with publishers, broadcasters, and social platforms, ensuring access to the broadest set of content and data. As we continue to innovate, we’re also launching new features and tools, including social media analytics and reporting capabilities, to support our clients even further.


Examples of Media Analysis

Media analysis encompasses various metrics and measurements that provide valuable insights into your brand’s media presence and reputation. Here are some key examples:

Share of Voice

Share of Voice compares your brand’s media coverage to that of your direct competitors or industry peers. It helps you understand where your brand stands in the media landscape relative to others. This metric is driven by volume – the more mentions your brand receives, the higher your Share of Voice. It informs strategies to maintain or increase your presence in the media.


Sentiment analysis gauges your brand’s reputation in the media. At Streem, we use a 5-point sentiment scale, ranging from positive to negative categorisations. Understanding your brand’s sentiment is crucial for understanding your audience, whether they are consumers, clients, stakeholders, or investors. It also aids in crisis management, helping you assess the effectiveness of your strategies.


Impressions count how many sets of eyes potentially saw your content, measuring your reach and potential impact on brand awareness. This metric can be tied into sentiment reporting to further understand your brand’s reputation.


Streem’s Topic Analysis allows you to delve deeper into an area of importance for your business. Maybe it’s neo banking, online retail or mental health – whatever the subject matter, it’s important you understand the most prevalent – and most prominent – themes emerging in coverage.

Key Message Tracking:

Derived from an organisation’s media strategy, campaigns, or key issues, tracking these messages in earned media helps gauge their representation and impact. Key Message tracking serves as a valuable metric for gauging your brand’s reputation and determining whether the messaging you’re promoting aligns with the media coverage you’re earning.


Key Benefits of Media Analysis

Crisis Management

No business is immune to crises. Whether it’s a product recall, a data breach, or a public relations disaster, how you handle crises can significantly impact your brand’s reputation and long-term success. Media analysis helps you detect potential crises early, allowing you to respond promptly and appropriately. This can mitigate the damage and protect your brand’s image.

Optimised Media Campaigns

Quality media analysis helps you monitor your brand’s performance relative to competitors and industry benchmarks. It informs strategy and ensures alignment with key performance indicators (KPIs).

ROI Measurement

Proving the impact of your media efforts on your business’s bottom line is a top challenge for PR and communications professionals Media analysis can help you track the impact of your media coverage, social media engagement, and other marketing activities. This data allows you to adjust your strategies in real-time, ensuring that your resources are allocated effectively.

Competitive Intelligence

Staying ahead of the competition is essential in any industry. Media analysis helps you keep a close eye on your competitors. You can track their media coverage, sentiment, and strategies, gaining a deeper understanding of their strengths and weaknesses. This information can guide your own strategic decisions, helping you identify opportunities to differentiate your brand and gain a competitive edge.

Customer Insights

Media analysis goes beyond tracking your own brand and competitors; it can also provide valuable insights into your target audience. By analysing media content related to your industry or niche, you can gain a better understanding of your customers’ preferences, pain points, and interests. This information is instrumental in tailoring your products or services to meet their needs effectively.


The Future of Media Analytics

The future of media analytics holds even more promise. With increasing data availability and powerful algorithms, real-time analysis and alerts are becoming more sophisticated. Streem offers media analysis solutions in real-time, focusing on the metrics that matter most to your organisation. Our goal is to help you optimise your campaigns, refine your strategy, and enhance your communications.

In conclusion, media analysis is not just a luxury for businesses; it’s a necessity in today’s fast-paced, information-rich world. By understanding your brand’s reputation, monitoring the competition, gaining customer insights, and more, media analysis empowers businesses to make smarter decisions and navigate the complex media landscape effectively. As technology continues to evolve, businesses that harness the power of media analysis will be better positioned to thrive and grow in the digital age.

Get in touch to find out how Streem could improve your media intelligence. 



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