Assignment brief: Creating media coverage reports often is the first assignments entry-level staff will have at a PR agency or in an organization’s PR department. Students will develop an individual media coverage report based on a recent organizational announcement since October 1, 2020 and outline media reach, message tone and message content. Use of Muck Rack and Google News will be part of this assignment
Step 1: Identify a company and/or announcement from a company
Step 2: Use Google News find article coverage surrounding the announcement. Use Muck Rack to verify UVM.
Step 3: Pull 10 pieces of coverage utilizing the following format. Note, all coverage should be surrounding the same announcement or from the same company if there are multiple announcements.
Headline (hyperlink to the article), Publication (circulation/UVM), Date, Reporter
Pocket-sized AirSelfie2 drone upgrades to full HD at CES 2018, CNET (62,370,547), 1/9/18, David Carnoy
Step 4: After you pull the coverage, read through it, analyze it and provide your “client” (i.e. me/the organization you’re pulling the coverage from) with your analysis of the coverage. This must include:
Overall analysis of the coverage
Overall article sentiment (positive, neutral, negative)
3 key messages that were pulled through
Highlight relevant pull quotes to highlight from executives
Call out top three pieces of coverage and explain why – reach of the publication, article content, feature versus mention, etc.
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