ORG Marg plans to launch news media evaluation plan (MEP) to evaluate the press coverage for the corporate world by tracking 101 English publications across the country.
The attempt is to ‘objectively’ capture and analyse the press coverage for players within the corporate sector. According to sources, the database will be syndicated and all players can get good indicators on their own coverage as well as benchmark them against the coverage given to competitors.
The new tool is all the more relevant in the current context when there have been a number of corporate public relations fiascos.
ORG Marg is launching the MEP in a technical tie up with Media Measurement Ltd (MML) of UK, an independent and international evaluation organisation.
ORG Marg will use MML’s Prism software to evaluate the publicity around a corporate. The software will help analyse the quantity and quality of coverage.
The media monitor will monitor messages and how they are portrayed in the media such as overall editorial coverage for the company, coverage on specific areas, specific issues, brand evaluation, benchmarking competitive PR activities, strategy planning and relations with the government, community etc.
Quality analysis takes into account if the article was presented in a beneficial, adverse or factual manner from the company’s point of view.
ORG Marg conducted its first pilot study on Dhirubhai Ambani and the Reliance Group. Their analysis showed that Dhirubhai Ambani is perceived larger than life and it was he who was being talked about more than the group.
ORG Marg expects to extend the MEP to sectoral coverage and also to regional language newspapers. They have already bagged three committed buyers.