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One of the many ways to show public relations’ effectiveness to the csuite is by measuring sentiment – how your audience feels about your brand – via a media audit.
Media audits are multimedia surveys conducted in the planning stages, in the middle or at the end of a program, and usually examine stories from the past 30 days to a year using specific keywords. Stories are then examined for tone, relevance and placement.
Media audits can show upper management how effective your communications strategies are with your audience as well as reveal what changes are needed to improve your brand’s likability.