Scorecard: Give Your Media Coverage the ‘MBA’ Test

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-stand-alone coverage

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