This Media Branding Analysis (MBA) methodology, courtesy of Bill Bradley, principal at Bottom Line Communications, can be used to score the effectiveness of media coverage. The ratings are on a 1-3 scale, lowest to highest. An MBA score of 10 is a solid performance. A score of 4-10 is underperforming, and 10-15 is exceptional. Here are some guidelines:
1. Importance of media outlet
1-low-yield outlet with marginal reach and influence
2-recognized industry resource
3-crossover business/trade outlet that represents a major win
2. Is the article a stand-alone piece or a roundup?
1-roundup, with less visibility than other companies mentioned
2-roundup with equal or greater visibility than others mentioned
3. Are your key strategic messages included?
1-generic industry/market coverage, little or no keyword value based on strategic messaging
2-three or more specific mentions of desired branding or strategic word or phrase
3-focus of article is the real or potential game-changing impact of strategic messaging
4. Is the overall perception of the story positive, negative or neutral?
1-negative but with some redeeming qualities; some damage control required
2-overall positive with expected balance of language to remain objective
3-suitable for framing, only minor caveats
5. What is the measurable response to the published story or article?
1-lower than expected queries; e.g., less than 5% spike in Web, phone and/or e-mail activity
2-encouraging response; 5%-15% spike in Web, phone and/or e-mail activity
3-strong response; more than 15% spike in Web, phone and/or e-mail activity, and additional media
opportunities created from the reporting