Mediarapportage

Mediarapportage is the process of systematically collecting, analyzing and reporting on media coverage of an organization, product, issue or campaign. It covers traditional media (newspapers, magazines, radio, television) as well as online news, blogs, forums and social media, depending on the scope. The aim is to provide a factual record of what is being said and how it is being covered.

Typical components include monitoring and clipping, measurement of reach and exposure, tone and sentiment analysis, share of voice, topic mapping and prominence. Output often takes the form of media clippings reports, dashboards, and executive summaries delivered on a weekly or monthly cadence. Tools range from third-party media monitoring services to in-house platforms and manual coding; modern approaches commonly combine automated analytics with human review.

Mediarapportage supports communications and brand management by assessing campaign impact, guiding messaging, and informing crisis response. It helps compare performance over time or against competitors and demonstrates accountability to stakeholders such as executives, investors or clients.

Limitations include data gaps from paywalls or non-indexed outlets, language and cultural nuances, misclassification of sentiment, and attribution challenges linking coverage to outcomes. To mitigate these issues, teams often pair quantitative metrics with qualitative assessments and align reporting to clear objectives and business goals.