Sentiment & Tone
Classifying coverage as positive, neutral, or negative, according to the project's methodology.
Media Analysis
Turning media coverage into insight that can guide decisions.
It's not enough to know how often a brand appears in the press. Media Analysis shows how it's portrayed, which themes drive visibility, what tone the coverage carries, and how the organization is positioned relative to competitors. We analyze and structure media coverage manually, turning large volumes of articles and mentions into clear, comparable, and actionable intelligence.
What the service includes
What we can analyze.
Brand & Competitor Mentions
Identifying and classifying mentions of the organization and monitored competitors.
Relevance & Prominence
Assessing the relevance and prominence of a mention within the article.
Themes & Key Issues
Identifying relevant topics, themes, and reputational issues.
Executives, Experts & Spokespeople
Tracking the visibility of people relevant to the organization.
Products, Services & Business Areas
Classifying coverage by relevant services, products, or business areas.
Research & Studies
Identifying research, studies, and data driving media coverage.
Markets & Geography
Classifying coverage by country, region, or market.
Article Summaries & Context
Summarizing articles and adding context when the project requires it.
Custom Analysis Framework
Adapting variables and criteria to the client's specific objectives.
Each project can have its own analysis framework, built around the client's objectives, industry, and requirements.
What you get
Concrete deliverables, not promises.
- The database of analyzed and coded articles
- Classification by sentiment, themes, and the framework's variables
- Visibility of experts, spokespeople, and research
- Comparison against monitored competitor organizations
- Article summaries and context, when the project requires it
Who it is for
Who usually works with this service.
- Communications and PR departments
- PR agencies outsourcing analysis
- International organizations
- Reputation management teams
- Public affairs teams
- Organizations in healthcare and regulated sectors
How we work
From media coverage to structured intelligence.
- 01
Framework
We define relevance criteria, competitors, variables, and categories to be analyzed.
- 02
Review
Each article is checked individually to determine its relevance to the project.
- 03
Coding & Enrichment
Relevant articles are classified and enriched with the framework's variables.
- 04
Quality Control
We check coding consistency and correct application of the analysis criteria.
- 05
Structured Data
We turn unstructured media coverage into coherent data that can be used for reporting and strategic analysis.
Relevant experience
The experience behind Evo Digital.
One of the areas with the longest track record behind Evo Digital: media content analysis on international projects, across multiple markets and languages.
Analysis & methodology
- Media coding
- Qualitative analysis
- Quantitative analysis
- Sentiment
- Prominence
- Message analysis
- Spokesperson analysis
- Themes
- Competitor analysis
- Structured reporting
Projects & markets
- Healthcare
- International projects
- Multiple markets
- RO / EN / FR
Client names are published only with their explicit consent. The rest of the projects remain anonymized.
Healthcare
Media coverage analysis for healthcare organizations, in an international market.
International projects
Projects run across multiple markets and languages, with large volumes of manually coded articles.
Competitive analysis
Comparing media presence across competitors in a market, with structured data.
Qualitative & quantitative analysis
Sentiment, prominence, message and spokesperson analysis, structured reporting.
Selected work
Relevant project.
Ongoing Media Analysis · U.S. & International Coverage
Healthcare / International Medical Organization
An ongoing media analysis project for a major international medical organization, focused on understanding its media presence, reputation and positioning relative to other major healthcare organizations and networks. Around 1,000 media mentions are analyzed each month, covering U.S. national and regional press as well as international media coverage. Each relevant article is analyzed individually and classified according to a detailed framework tracking the organization, competitors, medical experts, research, services, sentiment and key reputational themes.
- Industry
- Healthcare
- Coverage
- U.S. National & Regional + International
- Period
- Ongoing project
- Platform
- Brandwatch
- Scope
- Media analysis, coding, sentiment, competitor analysis, expert visibility, research visibility and reputational topics.
- ~1,000
- Media Mentions / Month
- U.S. + International
- Media Coverage
- Multiple
- Healthcare Competitors
- Ongoing
- Media Analysis
Variables analyzed
- Sentiment / Tone
- Organization Mentions
- Competitor Mentions
- Medical Service Lines
- Medical Specialties
- Story / Mention Type
- Executive Leadership
- Medical Experts
- Spokespeople
- Research & Studies
- Key Issues
- Reputational Topics
- International Coverage
- Relevance
- Article Summaries
- Contextual Information
Medical areas covered
- Cancer
- Cardiology
- Gastroenterology
- Neuroscience
- Orthopedics
- Research
- Transplant
- Innovation
- Education
- Endocrinology
- Pediatrics
- Psychiatry
- Respiratory Medicine
and other medical specialties
Professional case study
Platform & Workflow
Platform & Workflow
Analysis is carried out primarily in Brandwatch, using custom coding categories, category-level sentiment, tags, and workflow statuses.
Each article is checked individually for relevance, enriched with the corresponding variables and classifications, summarized when the project requires it, and prepared for validation.
Platform
Brandwatch
Manual review → Coding → Data Enrichment → Validation
What the client gains
What the client gets.
The goal of Media Analysis isn't just classifying articles, but turning a large volume of unstructured information into a coherent picture of media presence and reputation.
Reputation Monitoring
Tracking how the organization is portrayed in the media.
Sentiment
Identifying positive, neutral, and negative coverage.
Expert Visibility
Understanding the visibility of experts, spokespeople, and leadership.
Research Visibility
Identifying the studies and research driving coverage.
Key Topics
Identifying the topics and areas generating the most relevant visibility.
Reputational Issues
Identifying topics with potential reputational impact.
Competitive Positioning
Comparing media presence against competitor organizations.
Structured Intelligence
Organized data that can support reporting, communications, and strategic decision-making.
From media coverage to intelligence that supports decisions.
We don't just analyze how much is being said about a brand. We analyze what that coverage means.
Pricing
Transparent rates, agreed before we start.
Media Analysis
From €2 / article analyzed
The final price depends on the complexity of the framework, the number of variables analyzed, whether summaries are needed, and the volume of the project. For recurring projects or large volumes, a custom rate can be arranged.
How the final price is set
- A written estimate before we start, covering scope and deadline.
- No hidden costs and no invoices above the estimate, as long as the scope stays the same.
- Discounts for high volumes and ongoing collaborations.
Experience verified through Upwork
Verified Upwork track record.
- Top Rated Plus
- Upwork status
- 100%
- Job Success Score
- 5.0 / 5
- client rating
- 39
- completed projects
- 796
- hours worked
Figures taken from Theodora Șerban's public Upwork profile. They represent a verifiable professional track record on the platform; Upwork does not certify or endorse Evo Digital.
You work directly with the specialist, under NDA whenever the project requires it, with delivery in Romanian, English and French.
Complementary services
Media Analysis or Media Monitoring?
Media Monitoring
Primarily answers:
"What's being said?"
We identify, select, and summarize relevant media coverage.
Explore Media MonitoringMedia Analysis
Primarily answers:
"What does the coverage mean?"
We classify and structure the information to identify sentiment, themes, visibility, reputation, and competitive positioning.
FAQ
Frequently asked questions.
What's the difference between Media Analysis and Media Monitoring?
Media Monitoring answers "what's being said": we identify, select, and summarize relevant coverage. Media Analysis answers "what does the coverage mean": we classify and structure the information for sentiment, themes, visibility, reputation, and competitive positioning. They're complementary services.
Can you work with our company's existing analysis framework?
Yes. We can apply your existing framework and criteria, or build a new one tailored to the project's objectives.
Can you analyze competitors too?
Yes. Mentions of monitored competitors are identified and classified using the same criteria, which allows comparing media positioning.
How is an article's sentiment determined?
Sentiment is determined manually, article by article, following the methodology agreed for the project, including at category level when the framework requires it.
Can you handle projects with large volumes of articles?
Yes. We work with large, recurring ongoing projects — in the healthcare project, around 1,000 mentions are analyzed per month.
Can custom variables be defined for a project?
Yes. Variables, categories, and relevance criteria are defined during the framework stage, based on the client's objectives and industry.
Related services
They work well together.
Need more than a mention count?
Tell us what you want to track, measure, and understand. We can build a Media Analysis framework tailored to your project's objectives.