2005 – The premise of the authors is that the media content analysis methods commonly in use fail to address the fundamental information needs of public relations professionals. Currently, public relations professionals rely on eight basic methods of content analysis. This paper reviews each of these methods and points out the fundamental flaws in each of these approaches.

A New Model for Media Content Analysis
David Michaelson and Toni Griffin

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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2 thoughts on “A New Model for Media Content Analysis

  1. Very well researched, presented, and argued! I suggest this is a must-read for ALL managers, not “only” those in the PR field.

    Eli Sopow, PhD

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