Introduction
The automotive industry is experiencing significant changes due to the rapid development of electromobility and the entrance of new competitors into an already highly competitive sector. This situation necessitates the utilization of media analysis services, which offer specialized publicity analysis in the media and in social networks. Through these media analysis services, companies can gain a comprehensive picture of public reaction, identify trends in their sector, and accordingly adjust their communication strategy.
Case study
This case study focuses on a real company in the automotive industry. Clip News faced the challenge of processing and analyzing 3,000 publicity mentions per month in print media, internet, and social media networks for 4 different brands.
This combination of data from different sources provides a holistic picture of the publicity. Analyzing data from print media can depict the brands’ presence in traditional media, which still retains its audience. The internet includes a wide range of sources, including news websites, industry sites, and blogs, which can show emerging trends. Finally, social media provide invaluable information directly from users, highlighting public reactions.
This multi-faceted approach to publicity data analysis allows for understanding the challenges and opportunities arising from a brand’s publicity and its direct competitors.
For example, a press release from an automotive company will gather reproductions in print and online media, as well as on social media accounts of news sites. However, it may provoke positive or negative user comments on social media, or even an extensive discussion on a forum with various concerns from users. Combining all this data offers a spherical picture of the issue and goes beyond simply counting the reproductions of a Press Release.
Aiming to demonstrate the practical advantages of media analysis services, we analyze the process, approach, and results of this particular case below. 
Approach
In order to cover the automotive company’s needs for comprehensive information about the publicity of its own brands and of competitors, we chose the following approach:
- Complete classification by topic & by car model
Every publication, post, and comment was categorized by our analysts by topic with the addition of tags. This classification provides a structured analysis of the contents covered in the media for the brand and competition. It also allows for comparison at any time.
For example: Which of the examined brands places greater emphasis on technology, collaborations, CSR actions? Or which brand announced the launch of a new model?
Moreover, publicity mentions were categorized by car model. This way, the company had a fully analytical picture of the publicity for its individual models as well as those of its direct competitors.
- Sentiment Analysis
Analysts processed all publicity mentions by adding the appropriate sentiment symbol. Each publication, post, or user comment on social media was characterized as positive, neutral, or negative, based on its tone. This process aids in understanding the general sentiment or attitude expressed in the media towards the company.
It can also be used to evaluate the effectiveness of the company’s communication or promotion strategies, through monitoring public reactions (social listening). It’s used further to identify areas requiring more attention, action, or immediate intervention.
Finally, sentiment analysis can provide valuable data for understanding general trends and public needs, helping an automotive company to appropriately adjust its strategies.
- Weekly & Monthly Quantitative Publicity Analysis Report
Weekly quantitative analysis of publicity helps maintain continuous information flow, ensuring that important information that may require immediate utilization by our corporate client’s PR department is not missed. It also provides a quick overview of current news and developments in the media regarding the competition and the industry in general. It allows an automotive company to stay informed about the week’s events and trends, enabling immediate reaction to news that may affect the business.
On the other hand, monthly quantitative analysis of publicity offers more detailed information and added value metrics, with analytical tables and comparative graphs, based on the total publicity data of the month. This allows companies to draw deeper conclusions about trends, recognize patterns, compare results with previous periods (benchmarking), and better understand how users interact with their business on social media networks.
Results
As analyzed above, it is understood that the information we provide with media monitoring and media analysis services is comprehensive for both the brand’s publicity and that of its competitors. It highlights the importance of corporate news, new car models launch, campaigns, and public reactions.
Besides presenting the overall publicity picture, comparing the brand’s performance against the competition is also crucial. Such comparisons, based on the total publicity data for the month, help the automotive company to timely identify potential opportunities and threats.
Of course, all the above would be difficult to quickly be absorbed by the recipients of the media reports without the clear presentation of thousands of publicity references and user comments on social media. The data, along with a large variety of key metrics calculated based on them, are always presented clearly, allowing the company to make decisions based on real data.
Lastly, continuous updates on publications or comments with negative connotations are essential for protecting and enhancing a brand’s image. In a highly competitive sector like the automotive industry, publicity can determine a brand’s image and public perception. Effectively addressing negative publications or comments, a company can maintain public trust and protect its reputation. Also, the ability to react promptly to negative publicity can demonstrate the company’s commitment to provide high quality products and customer service. Lastly, it can offer opportunities for improvement, because analyzing negative comments can lead to innovative changes that will strengthen the brand in the future. Overall, crisis management of negative publicity is vital for the development and long-term success of a brand, and it presupposes the constant use of media monitoring, social listening, and media analysis services.
In conclusion
Continuous publicity monitoring and analysis are essential elements for the successful trajectory of an automotive company. Through media monitoring, social listening, and media analysis services, companies gain valuable insights that help them adapt to market changes and achieve their desired goals. Therefore, investing in such services is a crucial factor for maintaining and enhancing the competitive advantage in a dynamic and demanding sector like the automotive industry.
Combine our services to your advantage and get a comprehensive overview of your publicity.
