Writing a Media Analysis
Contributing Organization(s): Communications Consortium Media Center
Author(s)/Creator(s): Douglas Gould and Co.; CCMC's Media Evaluation Project
Publishing Date: 2004-10-05
Issue Areas: Nonprofits and Philanthropy; Media
Ownership/Rights Info: Copyright 2004 Communications Consortium Media Center
File info: 9 pages; 52.45 KB file size
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.
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Intended Audience: Advocates; General Public; Policy Professionals
Type/Format: Whitepaper
Language code: English
Type/Format: Whitepaper
Language code: English
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