How could we improve how media across Western Europe were reporting on Huawei?
Using our suite of Ai data tools, we created a report format for Huawei’s Western European comms team that measures the sentiment of all articles written by core target journalists across a given period, within one or multiple markets.
Using a tiered sentiment scoring system, each article is given a ‘favourability’ score and the total sum equates to whether a journalist is deemed a Detractor, Neutral, Advocate or Super Advocate.
Analysed over 600 articles from over 100 journalists across Western Europe, scoring each as Detractor, Neutral, Advocate or Super Advocate.
Helped clients gain a deeper understanding of how target journalists are reporting over time, and to determine the right focus and interaction with journalists in order to build greater media advocacy.
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