Journalist and Media Surveys

Journalist and media surveys measure and analyze the volume and content of coverage of organizations and issues.

Journalist Survey Techniques and Methods

Journalist surveys combine both quantitative and qualitative techniques. Echo Research complements quantitative audits of media coverage with qualitative methods such as face-to-face or telephone interviews that assess the attitudes of journalists to the subjects they write about.

Journalist and Media Survey Objectives

Journalist and media surveys have specific objectives which will vary according to particular issues and client requirements. The following shows the general value of journalist and media surveys:

To benchmark opinion and establish the attitudinal context among journalists within which a communications strategy will be implemented and against which progress can be checked.

To audit the potency of a communications strategy by seeking guidance on the means and content of communication among journalists i.e. those to whom messages are directed in the first instance. What topics will engage the interests of the media? What credence is given to messages? What are the barriers to the acceptability of particular messages?

To monitor the effectiveness of communications and refine messages as the communications strategy unfolds. What aspects of the message need to be strengthened or re-directed in the light of changing circumstances?

To identify key audiences i.e. the individuals or institutions which journalists consider exercise the most influence, and detect attitudinal shifts at an early stage in gestation to facilitate the management of the issue.

To provide management intelligence and support for strategic public relations planning as well as identifying other issues for subsequent media audits and journalist surveys.