Until recently, there was and was taken into account one index, which was originally developed by the Medialogia company – the so-called IIB, that is, the Information Affordability Index. It was formed on the basis of data on the significance of the publication, as well as the weight and popularity of the publication in which this publication was made.
The Integrum company deduced its MediaIndex, which also consists of almost the same parameters. The only difference is that both programs calculate the index using their own secret formulas, and these indicators often not only do not coincide, but can have completely opposite values.
Recently, Medialogia has changed the data analysis algorithm and has ceased to refer to its index as ISS. And that is why analysts are faced with the problem of still counting the true ISS, because. both programs stopped producing uniform data, and, in general, reindexed all publications. In addition to the problem of counting ISS, there is also the issue of “catching” certain materials by both programs, since often those publications indexed by Medialogia are not seen by Integrum, and vice versa.
Why is it needed
The answer is very simple. For example, we have an informational occasion, for example, it will be an important meeting on an industrial topic. The theme of industry is, in principle, quite specific in itself, but here our task is to make sure that as many people as possible learn about this meeting. Accordingly, when distributing information about the event, we contact all industry and federal media, because the event is partly closed, but as many official sources of information as possible should learn about its results in order to subsequently inform the public.
Thus, we will be able to assess the work of the press service in disseminating information about the meeting by the results of the release of a certain number of publications in various publications. And the larger this number, the higher the awareness of our target (and non-target too) audience.
Moreover, the more major publications publish materials about our informational occasion, the higher the likelihood that in the end we will get the greatest coverage of readers. When monitoring, we can assess both the quantity and quality of information. If the information provided in the media is presented in an easy and accessible language, and is also valuable and meaningful, then the likelihood that it will be published in more publications increases.
Also, great importance in monitoring should be given to the tone of all publications about our newsbreak – they can be neutral, or they can be positive or negative, depending on the opinion of the journalist or editorial staff who prepared and published the materials.
Of course, the dream and goal of every media specialist is publications in key publications that will give the greatest coverage in terms of the number of contacts with the audience and the greatest resonance, and, accordingly, with their help it will be possible to inform the most number of people, for example, about the results our meeting of industrialists. Thus, media monitoring allows us to evaluate not only the degree of awareness of our work (in terms of the number of publications), but also the quality of awareness.
If we conduct any advertising or promotional campaign, then in this case, for example, the Integrum program, in addition to quantity, quality, dynamics and other indicators, will provide us with data on audience coverage indicators (in thousands of conditional contacts), exposure index and conditional value index communications.
The exposure index shows how much information about our events or newsbreak was given out by the source in relation to the rating (audience) of this media. Accordingly, the higher this indicator, the more attention we received, the more the audience received information about us.
And the Conditional Value Index allows us to indirectly assess the effectiveness of our work in monetary terms, that is, how much money we would potentially spend on contacts with the same audience, but using direct advertising and paid placement of materials in the same media. Thus, the placement of all materials about our informational occasion can be monetized, if required.
By regularly monitoring the information field around our company, we can easily analyze the degree of public awareness of the organization’s activities and, most importantly, in the event of a crisis or negative publications, we will always be able to either develop a response strategy or mitigate the negative, or even completely delete. Do not forget that your company is exactly what the public knows about it, and in your hands all the levers for creating and managing the image of not only the company, but also its management.
