At Retriever, we have highly skilled analysts employed to evaluate media coverage for companies and organisations. We know that human eyes see the most nuances, which can create the best insights. But through several years of experience, we also know that artificial intelligence can be used with advantage to support our skilled analysts. That is why we at Retriever make use of both people and artificial intelligence.
Do you need to focus on trends or specific goals and insights when measuring your communication work?
If your communication goals are tied to very specific numbers, such as how many proactive stories you get through in the media, you need the eyes of an analyst. Since press releases can vary in language and expression, we recommend a qualitative assessment of the publicity in order to come up with as precise a measurement as possible. If artificial intelligence is used for this, the number may differ slightly, as the media does not always produce a story in the same way, and therefore we cannot capture all the nuances.
Do you need to know how your competitors are portrayed in the media or how specific topics are portrayed?
Here, a combination of artificial intelligence and an analyst will be the best solution. We can use artificial intelligence to identify the overall trends by looking at: who is mentioned, how much and in which media? If there is a need to delve further into and learn more from the insights, an analyst can process the data qualitatively and tell you what happens in the media when the competitor or the topic is mentioned.
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