Mining Hidden Treasure of Media Analysis Research: Building Value Beyond PR

In more than 20 years of delivering media analysis programs to major companies, organizations and PR counsel, it has always been, and still remains, a puzzle as to why media analysis research seems so little socialized outside the PR function. Without doubt, media analysis data can be a valuable source of insight to marketing communications, analyst relations, HR and product development functions, just to name a few. In most organizations, market research data is treated as a key determinant of organizational success, and as a critical tool in tactical and strategic planning. As a matter of course, many organizations gather a wealth of data about both their internal and external audiences, as well as their key stakeholders. PR metrics, however, tend simply to be ignored by other management functions.

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