1. Methodology ImpacTrac Lite uses customised excel pivot tables and graphs to summarise your media coverage for a specific analysis period and monitors both editorial and journalistic bias. Volume of coverage, exposure value of your PR activity, as well as Top Publications and Journalists, are all standard within the report. The dynamic nature of Pivot tables enables the client to interrogate the source data within the pre-determined analysis tables. If required, the above information can be tracked at a regional / divisional and / or competitor level and is customisable taking into account the unique requirements of each client. Ornico uses a structured approach to analyse all media content both quantitatively and qualitatively. Our advanced technological capabilities enables the data to be collected and collated, whilst human intervention provides the necessary qualitative insight and analysis. Clear criteria have been agreed when determining Editorial and Journalistic Bias. It is based on public perception, i.e. the common man’s perception of the mention, taking into account the use of both positive and negative words in relation to the company or topic being monitored. Ornico is the only African company to have full membership of the International Association for Measurement and Evaluation of Communication (AMEC). AMEC is the leading organization for media analysis and measurement globally with more than 100 members in over 40 countries. Their purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. All AMEC Full members are bound by the AMEC Quality Assurance Code and provide professional, independent and impartial communications planning, evaluation and research. They guarantee technical expertise and ensure best practice, best quality and best value to their clients. Ornico’s membership means that your reports comply with AMEC’s strict standards. (www.amecorg.com) AMEC membership Lite

2. Media Landscape The current periods coverage will be displayed, with the option to filter the data according to the major categories. Depending on the scope of the agreed analysis, additional comparisons will be possible, i.e. main competitors / divisions, as well as additional graphics for visual reference Examples of filters that can be applied to the data

3. Main Topics Based on the input provided by the client, the coverage can be grouped under certain main topics / subjects, which will provide further insight into the clients performance. Topic Values & Mentions

4. Tonality Summary Overall Tonality (bias) of the coverage will be included, broken down into the main media types for ease of reference. Additional items such as Top Spokesperson / Journalist and Publication can also be included in the summary.

5. Publication Summary By applying the filters, additional insight can be obtained regarding the source of the coverage

6. Journalist Summary The relevant Journalists coverage can be analysed further to determine tonality / bias of their articles, as well as the Publications in which they are represented.

7. Demonstration Add link to Impactrac Lite Report