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  • A new metric for measuring near real-time online media coverage
    Publication . Oliveira, Uriel Cruz Silva Ferreira de; Trigo, Miguel; Soares, Christophe
    Although communications professionals widely acknowledge the importance of measuring media coverage, achieving comprehensive and effective measurement remains a significant challenge. Despite some progress by researchers in developing sustainable metrics, many industries continue to rely on simplistic vanity metrics to assess their media presence. This thesis explores the development and application of the Media Output Score (MOS), a novel and integrative metric designed to measure digital media coverage comprehensively. The research addresses the gap in standardized, reliable metrics for evaluating the performance of brands in the media landscape, with a specific focus on near real-time, automated measurement. The MOS integrates both quantitative and qualitative dimensions, distinguishing itself from traditional metrics such as Advertising Value Equivalency (AVE) by focusing not only on the volume of coverage but also on its quality and impact. This provides a more robust and meaningful assessment of media coverage, offering actionable insights for communication professionals. The foundation of the MOS lies in an extensive literature review of recent investigations into media reputation, including key works that emphasize the importance of media coverage in shaping public perception of brands. Grounded in theories such as agenda-setting and media effects, the research draws on established studies by Deephouse (2000), Macnamara (2017), and other scholars, who have highlighted the limitations of outdated metrics and the need for a more holistic approach. This review provided the theoretical basis for the development of MOS, integrating the latest scientific insights into media measurement and its impact on corporate reputation. Methodologically, this study employed the Design Science Research (DSR) approach to develop and validate the MOS algorithm. This approach was selected due to its focus on creating practical solutions to real-world problems, allowing for the iterative design and testing of the MOS as a prototype for measuring digital media coverage. Through a case study focusing on the Portuguese telecommunications sector (Altice/Meo, NOS, Vodafone) from 2021 to 2023, the MOS was applied to assess media performance across various outlets. The study demonstrates the metric's ability to reflect shifts in media visibility and favorability, particularly during periods of crisis or recovery. These variations underscore the MOS’s dynamic capacity to reflect changes in media sentiment and visibility. Additionally, a 2023 study in the food retail sector (including major brands such as Auchan, Continente, Lidl, Mercadona, and Pingo Doce) further demonstrated the MOS's flexibility. The MOS successfully captured the media performance of these diverse brands, demonstrating its potential applicability across different sectors and suggesting its adaptability as a versatile tool for media coverage measurement. The results confirm the reliability of the MOS in offering valuable insights into how brands are perceived in the media, enabling organizations to benchmark their performance and strategize future media engagements. Furthermore, the study highlights a partial but meaningful correlation between MOS and corporate reputation, suggesting that, while media coverage impacts reputation, other factors—such as customer experience and internal management—play equally significant roles. While this research offers a significant contribution to media measurement, it also acknowledges limitations and opens up challenges for future investigations. The applicability of the MOS across different industries and geographies, as well as the integration of more advanced sentiment analysis and outcome-level metrics, remains a crucial area for further exploration. This research contributes to both academic literature and practical applications in public relations, providing a new tool for media evaluation that aligns with modern communication objectives. MOS offers a significant advantage by providing near real-time feedback on media coverage, which is invaluable for communication professionals who need to react and adjust strategies swiftly. The findings advocate for the integration of MOS into strategic decision-making processes, thereby enhancing media reputation management and improving the effectiveness of public relations efforts.
    2025-03-12Doctoral thesis Open access Show more