The Definitive Guide To PR Reporting in 2022

Combining BuzzSumo data with other sources: sentiment analysis

PR reports relating to media coverage usually focus on metrics such as reach and domain authority.

However, there is often a need to look more qualitatively at the media content generated.

For example, is the coverage positive, neutral or negative? One way to determine this would be to have someone read every article and apply a sentiment rating to each item of coverage.

Changes in sentiment could then be tracked, monitored and reported on over time.

However, it is possible to automate this sentiment analysis by analysing BuzzSumo monitoring data using another tool called URL Profiler.

One of its many features is the ability to analyse web content for sentiment, word count and host of other relevant factors such as readability.

By taking the URLs of monitored coverage from BuzzSumo and analysing with URL Profiler, each piece of coverage gets a positive, neutral or negative rating as well as a sentiment score.

URL Profiler will also find the top 10 keywords contained within each article by prominence and frequency.

This again can be helpful for tracking standard PR reporting requirements such as message penetration.

URL Profiler data is automatically saved as a spreadsheet which can then be used as a data source for a Google Data Studio PR reporting dashboard.