Edelman Research Unit Launches Media Analysis Tool
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Edelman Research Unit Launches Media Analysis Tool

StrategyOne, the research division of Edelman, is launched MediaMind, a new system for tracking, measuring and analyzing media coverage for individual projects, across an entire corporation, or against competitors.

Paul Holmes

NEW YORK—StrategyOne, the research division of Edelman, is launched MediaMind, a new system for tracking, measuring and analyzing media coverage for individual projects, across an entire corporation, or against competitors. MediaMind combines strategic analysis and evaluation by StrategyOne with a customized version of Biz360’s award-winning media measurement application, Market360.

According to StrategyOne general manager Jennifer Scott, the result is “a real-time ability to measure results, pinpoint competitive vulnerabilities and opportunities, and refine strategy to achieve program objectives.”

MediaMind is differentiated by its customized integration with a company or organization’s public relations program, says Scott. MediaMind, powered by Biz360, continuously searches print, broadcast and online media to track client-specific brands, competitors, issues and messages. It automatically generates key metrics such as impressions, mindshare, sentiment, and ad equivalency to translate media results into meaningful ROI measurements.

In-depth monthly or quarterly reports by StrategyOne analysts are coupled with knowledge of the PR program’s goals, strategy and tactics to deliver valuable guidance for enhancing the effectiveness of communications.

“All too often, media monitoring programs look good in theory, but in practice the result is information overload and a yawning gulf between data and insight,” says Scott. “MediaMind provides a quick and effective assessment of your media relations program allowing course-correction to secure your business outcomes.

“MediaMind operates like the National Hurricane Center: it evaluates the current environment from our client’s perspective and helps them predict, plan, and adjust their media strategy. MediaMind gives companies a clear advantage over competitors in the battle for mindshare.”

The service is designed to allow communicators to quickly assess which articles are worth reading, which journalists to contact, which third parties have the most currency, how competitors are viewed, whether messages are penetrating, what issues are emerging, and much more.

“PR agencies today are expected to do more than just get media coverage. PR is a strategic tool that executives can use to gain competitive advantage in the marketplace,” said Bud Michael, president and chief executive officer for Biz360. “But to use PR as a strategic weapon, PR agencies must help their clients plan, execute and measure the results of their PR strategy against corporate performance objectives. MediaMind will give Edelman clients a clear advantage at the executive table by offering them the continuous media analysis of Biz360 coupled with insightful evaluation from StrategyOne analysts.”

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