Media analysis: Saving costs and increasing revenues

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Many organizations routinely scan the media to discover what is being said about them. Because these media reports are often accompanied by only a minimal explanation of what this means, managers are left wondering what to do with the information. The clips circulate through top management to be “seen and noted” before being ignored. Thus, many users and service providers undervalue the potential contribution that good media analysis can provide.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

Provides strategic insights and practical thinking that can have a broader social impact.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2011), "Media analysis: Saving costs and increasing revenues", Strategic Direction, Vol. 27 No. 7, pp. 15-17. https://doi.org/10.1108/02580541111137029