Danke » Too Subjective? The argument against toning

Change Your Tone
Posted by nick_niesen on October 28th Cheap Sports Jerseys , 2010


The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of "BlackBerry thumb" -- but nevertheless getting your media coverage electronically has never been easier or more mobile.


These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR -- to automate media analysis and measurement -- is already under way; but where should software stop to make way for human analysis?.


Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways Cheap New Jerseys , including by circulation, region, ad equivalency, company programs and services Cheap Wholesale Jerseys , and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little upside.


Just Say No
The automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium Cheap Jerseys From China , will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.


For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts Cheap Jerseys China , but the rest should be left to a team of communications professionals.


Too Subjective?
The argument against toning media coverage has often been it is too subjective -- if the news can be interpreted