DOWNLOAD THE GUIDE IN PDFDan Odenwald, a LexisNexis Research Consultant and former journalist, shares his thoughts on the ever-growing media universe and LexisNexis MarketImpact.
In today’s crowded media environment, it’s difficult for information professionals to stay on top of the news coverage of their organizations. With newspapers, magazines, wire services, radio, television and the Web all competing for limited attention span, it’s enough to make even the most intrepid of researchers wilt.
For better or for worse, the days of scanning a few major papers and watching an evening newscast or two have been replaced with near 24-hour work cycles. A researcher is expected to monitor everything from three cable news channels to up-to-the-minute blogs. The sheer amount of information can make it almost impossible to digest, process and then act on that data.
That’s why many researchers today are learning about MarketImpact, a new tool from LexisNexis. More than simply enabling researchers to gather the news on their organizations, MarketImpact helps process and analyze that data - providing insight into how an organization is perceived in the media. Put another way, MarketImpact helps researchers monitor and understand positive and negative news coverage and stay on top of shifting attitudes in public opinion.
For government information professionals tasked with tracking news on their agencies, MarketImpact can help craft and measure the effectiveness of their communications programs. With its customizable reports, MarketImpact can enable a researcher to:
- See the big picture by gaining comprehensive awareness of how the agency is referenced in news reports
- Measure the impact of the agency’s outreach efforts, public affairs initiatives, and how they are communicated with media professionals
- Dynamically track issues and trends that affect the perception of an agency
- Acquire critical insight on the journalists who cover an agency.
Powered by Biz360, MarketImpact is a real-time measurement and intelligence tool that blends the industry’s leading media metrics and analytics tools with global news and business content from more than 20,000 traditional print and broadcast sources.
More specifically, MarketImpact automates the media analytics process, frees public affairs officers to do deeper analysis, and allows agencies to analyze their new coverage, rather than be buried in it.
Ultimately, MarketImpact helps agencies achieve total awareness of their place in the media universe. It provides critical insights and delivers them when you need them. Click here to learn more about MarketImpact.
