Media analyst Malene Augestad evaluates the communication work

Malene Augestad works as a media analyst in Retriever's Norwegian analysis department. The analysis department measures and evaluates the communication work of a number of public and private enterprises.

How does a typical working day look like for you?

— Mostly, I work with my portfolio, which consists of several larger and smaller analysis clients to whom I deliver ongoing analyses. As a media analyst in Retriever, we collect data from editorial and social media and other relevant sources such as podcasts, TV and radio, assess media reports, create analysis and present the findings to customers. We also assist customers with questions, urgent deliveries, and professional discussions.

In addition to delivering analyzes on behalf of the customers, as a media analyst at Retriever you often get larger research projects. On behalf of Stiftelsen Fritt Ord, Malene and assistant head of analysis at Retriever, Ingunn Vålandsmyr, recently delivered a major report on the media's coverage of the terrorist attacks on 22 July.

- Being allowed to work on such complex and socially beneficial assignments is one of the things that makes the job exciting and challenging. We worked for almost a year to filter out and analyze the coverage, which basically consists of more than 500,000 notices in the Norwegian media. The report has become an important piece of documentation on Norwegian media history and has also received a lot of media coverage. I presented the findings on Dagsnytt 18, we were interviewed in Medier24's podcast Pressepodden, and have been featured in several newspapers. We are pleased that we have received good feedback from everyone who has read the report.


AMEC Certified Media Analysts

Retriever has the Nordic region's largest analysis departments and highly qualified media analysts, data analysts and communication experts. As a member of AMEC (International Association for Measurement and Evaluation of Communication), we are well acquainted with the best international standards for communication measurement. Many of our media analysts hold the AMEC certification "Certificate in Measurement and Evaluation" and provide our clients with world-class analysis and communication evaluation. Recently, both Malene and Norweigan media analyst Hanna Elvira Osnes Dal became AMEC certified.



What three pieces of advice would you give to a business about to start with media analysis?

  • I would first encourage the business to define what they want to measure. To get the most out of the media analysis, it is important that the goals are anchored in the communication strategy and the business' overall goals. If the business has well-thought-out and concrete goals, the media analysis can be a very valuable management tool. We are happy to help customers formulate goals and find solutions for how we can best document changes and goal achievement.

  • Furthermore, I would encourage the business to include both qualitative and quantitative measurements in the analysis, and in most cases also social media. By including quantitative targets such as volume and reach, as well as qualitative measurements of how successful you are in communicating through targeted messages and spokespeople, you gain full insight into the communication work. For many businesses, it is essential to have an overview of the conversation in social media in order to get a complete picture.
  • Finally, I would encourage you to use the media analysis actively! By having the media analysis delivered in Retriever's interactive dashboard, you get the opportunity to follow the company's media coverage in real time. At the same time, you get full access to see all articles that Retriever's media analysts have assessed and categorised on various variables, and how these reflect the overall goals.  


Why is media analysis important to your clients?

— The most important thing is that the media analysis gives you a tool that documents the value of your communication measures, and it gives you an opportunity to follow the development of your own business and relevant competitors over time. We also see that the media analysis can be a very effective and useful way for the communication departments to document the value of the communication work for the organization and management. By showing the value of the company's spokespeople in the media, and how to successfully communicate the company's values, you both create internal pride and emphasize the communication department's key role in the business.


How can your expertise help customers in their communication work?

— In the analysis department, we help customers identify objectives, and turn these objectives into understandable and measurable KPIs. Our media analyzes give customers a structured overview of the company's media exposure, which documents the work they do. We are also very happy to present the analyzes we prepare. Here we review the results for the period and discuss the findings with the customer. This provides useful insight into everything from how individual cases are assessed, to how one envisages being able to improve goal achievement. By discussing this, we gain better insight and understanding of the customer's challenges, while at the same time we can contribute with professional assessments and experiences.


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