© 2003, Jeffries-Fox Associates The JFA approach to Media Analysis

© 2003, Jeffries-Fox Associates Clip Counting vs. Media Analysis Just collecting clips and placing them in clip books is largely a waste of time and money. It does little good for the bottom line to play the game of “How high is the clip pile”! It mistakes the means for the ends: the real purpose of getting coverage is to influence people. If you’re going to pay for clipping, you should do it systematically and then thoroughly analyze clips to extract all possible information concerning how they are likely to influence people. Analysis provides two other key benefits: It can also help you better direct your future media relations efforts, and provide much competitive intelligence.

© 2003, Jeffries-Fox Associates Why such an emphasis on media portrayals? Today’s media portrayals often predict tomorrow’s public opinion. This provides a “sneak preview”, and An “early warning” system. It is easier and less costly to influence perceptions and attitudes before they become solidified into public opinion. Media portrayals can be influenced.

© 2003, Jeffries-Fox Associates The JFA Approach to Media Analysis Our approach to media analysis is unique: Innovative quantitative measures. Unique qualitative analysis. Techniques that demonstrate link between media coverage and business objectives.

© 2003, Jeffries-Fox Associates Innovative Quantitative Measures JFA provides a set of simple yet powerful metrics to answer the following questions: Is my company’s coverage helping or hurting our corporate reputation? Our marketing efforts? How does my coverage compare to my competitors? How efficient and effective are my media relations efforts? Are the media and journalists we’re targeting producing for us?

© 2003, Jeffries-Fox Associates Unique Qualitative Media Analysis Qualitative Media Analysis is JFA’s unique complement to traditional quantitative analysis: We tell you what the media are actually saying and how they are saying it. We read and analyze the actual clips on which we base the quantitative analysis, to tell you what lies behind the numbers. This analysis gives you the insights you need in order to guide future action.

© 2003, Jeffries-Fox Associates Qualitative Analysis: Example #1 If your company has developed a new business strategy and your communication objective is to have it accurately and favorably represented in the media… You would want to have numbers to demonstrate the extent and favorability of coverage dealing with the new strategy. However, to be really useful, you need to know exactly what is being said about the strategy: which elements are seen as strengths and weaknesses, how your strategy is being compared with your competitors, how discussion of your strategy is changing over time as you begin executing against it. These insights do not come from a set of numbers. They come from skilled analysts, familiar with your company, your industry and your objectives assessing the actual content of your media coverage.

© 2003, Jeffries-Fox Associates Qualitative Analysis: Example #2 If your company has developed a major new product and and your communication objective is to differentiate it from its closest competitors through its media coverage… You would want to have numbers to demonstrate the extent and favorability of coverage dealing with the new product. But you need more than just a report card. You need to know exactly what is being said about your new product the extent to which the media agree it is the breakthrough you believe it is, which features are seen as prime differentiators which of your positioning messages are included and endorsed, how your new product fits in with the major technological trends in the industry. These insights require qualitative analysis.

© 2003, Jeffries-Fox Associates Linking Media Coverage to Business Objectives Media coverage is a means that can be employed to help achieve business objectives—not an end in itself. While media content analyses can provide much insight, they cannot answer the simple but critical question, “So what?” Even the best content analysis cannot answer this question. Complementary techniques are needed.

© 2003, Jeffries-Fox Associates Linking Media Coverage to Business Objectives JFA has pioneered the development of techniques for assessing the contribution of media coverage to achievement of business objectives. We have recently won PR Week’s Proof Award and a CIPRA for most creative use of research in support of PR, based on our work in this area. Bruce Jeffries-Fox continues to drive research innovation via leadership roles within several industry organizations

© 2003, Jeffries-Fox Associates Measuring the Impact of Media Coverage on Business Outcomes JFA offers a variety of techniques for assessing the contribution of media relations efforts to the achievement of business objectives. We consider several factors before recommending a particular impact assessment technique: Available budget Level of effort required of client company Available tracking data Level of precision required (cost vs. value)

© 2003, Jeffries-Fox Associates Examples of JFA tools for Demonstrating The Impact of Media Coverage Concert™: A simple and inexpensive way to roughly estimate the contribution of various forms of communication on business outcomes. News Impact Analysis™: A means of assessing the impact of a company’s news coverage on consumer perceptions, attitudes, and likely purchase behavior. Media in the Mix™: Our state-of-the art, award winning statistical approach to showing the independent contributions to business outcomes of news coverage, advertising and other communications.

© 2003, Jeffries-Fox Associates Credentials Bruce Jeffries-Fox is President of Jeffries-Fox Associates. His specialty is Public Relations research. He has implemented studies for many major corporations, non-profits, government agencies and PR agencies. Previously, Mr. Jeffries-Fox served as founder and Executive Vice President of InsightFarm, the country’s largest media analysis company. Prior to holding this position Mr. Jeffries-Fox served as Public Relations Research Director at AT&T for ten years, supporting their domestic and international PR teams. His research has supported the development and evaluation of PR programs targeted to a broad range of stakeholder groups. He has been a research professional for 25 years

© 2003, Jeffries-Fox Associates Credentials PROFESSIONAL RECOGNITION AND AFFILIATIONS Board of Directors, Treasurer, PRSA Foundation (current) Board of Advisors, PR News (current) Chairman, Measurement and Evaluation Commission, Institute for Public Relations, 1999 – Winner, PR Week ’ s “ Proof Award ” for excellence in PR research, January Winner, CIPRA (PR research award), June First-place winner, ARF ’ s first David Ogilvy Advertising Research Award, Frequent speaker at professional conferences; author of published articles. Frequent research consultant/advisor to The Council of Public Relations Firms. Research trainer for PRSA accreditation candidates. Member: ARF, AMA, ANA, PRSA, IPR, ESOMAR.