Media Analysis

To make change you have to understand the moment. Do the people we need to engage and reach comprehend our issues? How can we get people to take action and inspire them to change their world if we fail to see how — and indeed if — our issues are understood?

Nonprofit organizations and foundations need information to master the current media landscape in order to move forward. We conduct in-depth media analyses to map how issues are being framed by print, broadcast and online sources. We identify the news hooks that are used, where stories appear, who’s being quoted and determine how coverage could be improved. Our media analyses entail taking a slice of coverage from a set timeframe using local and national outlets across the country. We classify and analyze the coverage to identify possible opportunities for our clients, and we make strategic recommendations to help them effectively disseminate their messages.

Over the past several years, online media has become an integral way that issues are communicated worldwide. From websites and blogs and to social networking and microblogging sites like Twitter, more and more Americans get their news online. We have responded to the rapidly changing media landscape by incorporating detailed media analyses of which online outlets are covering our clients’ issues. We track issues as they emerge and track their progress across the internet. Through this process, we can create up-to-the-minute recommendations that help our clients craft messages that reach all their constituents.

Recent media analyses have focused on issues ranging from religion to immigration. Some of our media analyses are available for download in our resources section.