Writing a Media Analysis
Writing a Media Analysis
Prepared for the Communications Consortium Media Center Douglas Gould and Company October 2004
Non-profit organizations and foundations need to understand the media landscape in order to gain a thorough understanding of how to present their positions on critical issues. Media analyses can be used to identify messages, examine how those messages are framed, and see how existing coverage of an issue could be improved. These analyses entail systematically taking a “slice” of media coverage from a set time-frame, often in the top daily newspapers, magazines and broadcast news outlets. The coverage can be classified and analyzed to identify communication opportunities for nonprofits and foundations, and strategic recommendations can be drawn to help them effectively disseminate their messages. While a communications firm or a media expert can offer in-depth analysis of news coverage on a particular issue or group, if the suggestions below are followed, an analysis can be done in-house by foundations or non-profits, even those without a media background. A typical media analysis can answer the following questions: How do the media frame public discussion of an issue (by repeating various story elements, using common metaphors, quoting similar people, etc.)? Who are the main spokespeople on a particular topic, and how are they being quoted? Are they mainly advocates, policymakers, academic experts, etc.? How often are various spokespeople quoted and in what context? What topics are being covered, and what topics are being ignored? Which outlets are covering or ignoring an issue or organization that they should be covering? Is there a time of year when an issue or organization is more likely to be covered than others? Is a topic or organization front-page news, and if not, where in the paper is that topic or organization covered? Which reporters are writing on this issue/organization? What messages are being used? One recent media analysis
Prepared for the Communications Consortium Media Center Douglas Gould and Company October 2004
Non-profit organizations and foundations need to understand the media landscape in order to gain a thorough understanding of how to present their positions on critical issues. Media analyses can be used to identify messages, examine how those messages are framed, and see how existing coverage of an issue could be improved. These analyses entail systematically taking a “slice” of media coverage from a set time-frame, often in the top daily newspapers, magazines and broadcast news outlets. The coverage can be classified and analyzed to identify communication opportunities for nonprofits and foundations, and strategic recommendations can be drawn to help them effectively disseminate their messages. While a communications firm or a media expert can offer in-depth analysis of news coverage on a particular issue or group, if the suggestions below are followed, an analysis can be done in-house by foundations or non-profits, even those without a media background. A typical media analysis can answer the following questions: How do the media frame public discussion of an issue (by repeating various story elements, using common metaphors, quoting similar people, etc.)? Who are the main spokespeople on a particular topic, and how are they being quoted? Are they mainly advocates, policymakers, academic experts, etc.? How often are various spokespeople quoted and in what context? What topics are being covered, and what topics are being ignored? Which outlets are covering or ignoring an issue or organization that they should be covering? Is there a time of year when an issue or organization is more likely to be covered than others? Is a topic or organization front-page news, and if not, where in the paper is that topic or organization covered? Which reporters are writing on this issue/organization? What messages are being used? One recent media analysis