Here are some of the aspects of PR Analytics that communications practitioners should consider while reporting.

1. MEDIA ANALYSIS FOR
MERGER & ACQUISITION
Practical methodology to report impact
2017
BISWAJIT DASH

2. Who is covering you?
• Report the media types & their audience
penetration
It’s important to list down all the media platforms (print, electronic and
social) who have covered the merger and acquisition from the deal
initiation stage to deal finalization and post the new entity formation.
• Updated Profile of these media platforms
List down profiles of all primary and secondary media platforms that cover
the M&A news for your brand especially in correlation to the
demographics/ audience your business caters to
• What are the new media channels/platforms
What and how are they covering your M&A exercise? List down. Reflects
growth or edgrowth in your media affinity.

3. Media Consumption basis your customer base
• List down media channels basis the prominence in
geographies where your customers are based
This helps gather insights on the reach of the messages that the channels would have
disseminated to your customers. These should help to reposition your brand using the most
effective channels and other parameters.
• Derive frequency of messages both positive and negative
messaging for the average customer
Quantify the messages, frequency, timing relevant to market hours/ stock exchange hours as
impacts the trading

4. Stock Performance during M&A period
• List down every news story or announcement
you are covered in correlation with the stock
performance
Map positive & negative news vis-à-vis stock performance/ changes
• Thorough competitor stock performance during
the period analysis vis-à-vis yours
Report trends and performance of your competitors during M&A period as well
as news coverage for the duration

5. Measurement
• Placement
• Positioning
• Image
• Topics
• Messages
• Sources
• Tone
• Frequency
MODERATE AND HIGHLY
UNGAVOURABLE
The average favourability of all
media reports will almost never be
this low. Individual media reports
may have ratings for this range
SLIGHTLY FAVOURABLE, NEUTRAL
OR BALANCED, SLIGHTLY
UNGFAVOURABLE
The average favourability of most
brands coverage falls in this range
EFFECTIVE
PARAMETERS
FAVOURABLE AND APPRECIATIVE
The positive coverages of the
M&A exercise during the period of
activation.
0 50 100
TIMEPERIOD

6. Reporting Inclusions
M&A MEDIA METER
REPORTS ON COVERAGES
TRENDS ANALYSIS
SENTIMENT ANALYSIS
STOCK PERFORMANCE
LEADERSHIP PRESENCE
COMPEITION ANALYSIS
STAKEHOLDER RESPONSE

7. Reporting Inclusions
M&A MEDIA METER
REPORTS ON COVERAGES
TRENDS ANALYSIS
SENTIMENT ANALYSIS
STOCK PERFORMANCE
LEADERSHIP PRESENCE
COMPEITION ANALYSIS
STAKEHOLDER RESPONSE