Answer to Question #249422 in English for CZWE

Question

As a public relations practitioner, you can conduct research by scanning the media. The broad research approach of message analysis consists of content analysis. Media monitoring or media scanning is the activity of monitoring the output of the print, online and broadcast media. You can use content analysis to examine the writings of others, such as press or media coverage, to answer two basic questions: How much coverage did your employer get, and what kind of coverage did your employer get? (Newsom & Haynes 2015).

2.1 Using South African Airways (SAA) as an organisation of your choice, conduct media monitoring or scanning for the organisation.

Elect five news stories on the organisation (SAA) and indicate their source (the media organisation concerned), the title of the story, the date of publication, and whether the story is positive or negative. (15)

Answer 1

2.1 Media screen is to scan newspapers, television, radio and the Internet for news items. These stories can be about an exact event, such as a union. Through media monitoring an organization can scan news looking for mentions of the company. The screen accumulates article trimmings and keeps them in a central location so they can be consulted when needed. Media specialists watch how the item plays out in the press and try to either predict the outcome of the news trend, or steer the story in a positive direction.

When conducting a media monitoring, the first step is to choose the type of monitoring. You can set up multiple projects for every business goal you have. For example, competition, the brand or the hash tag trends about SAA. Next step is to enter all the terms you would like to monitor.

The following are five news stories on the organization (SAA);

1. 3rd March, 2020. SAA joins the fight against the illegal wildlife trafficking. The source Newswire. It is a positive story.

2. 7th January, 2020. SAA named as one of the top one time performing airlines. The source is Polity. It is a positive story for SAA.

3. 19th September, 2021. SAA’s return to service provides much needed local market equilibrium says Board Chair. The source travel market report. It is a positive story.

4. 30th July, 2021. SAA welcomes new Interim Executive Commercial - Mr. Simon Newton-Smith. Source newsroom aviator. It is a positive story.

5. 26th May, 2021 - SAA warns the public of a recruitment scam. The source is News24. It is a negative story