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Java Printing . Media Analysis & Evaluation Report for Irish Nurses Organisation Prepared by: Heather Hastings Date: 3rd February 2010 Table of Contents 1. Media Analysis Definitions 3 2. Executive Summary 4 3. Summary Media Coverage Report 6 4. Media Volume Analysis 40 5. Media Value Analysis 47 6. Broadcast Coverage 54 7. Broadcast Volume Graph 94 8. Broadcast Minutes Graph 95 9. Broadcast Value Graph 96 2 Media Analysis Definitions Media Impact & Influence tracking allows clients to evaluate either on an ongoing basis or post – event both the Media Impact and the Media Influence of their PR efforts. Each individual piece of coverage is analysed along a set criteria to assess individual coverage impact & influence Impact is defined as the editorial impact of the relevant section of the editorial from an editor's perspective. Coverage is classified into one of the following 3 categories o Prime: Company / Brand in headline / first sentence in first Paragraph / Logo / Pictorial / Heavy Branding o Significant: Company / Brand mention in context about company or industry o Passing: Passing reference to company / brand usually in a context not associated about the company / industry Influence is defined as the editorial influence of the relevant section of the editorial from an editor's perspective. Coverage is classified into one of the following 3 categories o Positive: Positive tone about the company or its products o Neutral: Balanced coverage with Neutral tone or both Positive & Negative tones balancing each other o Negative: Negative tone about the company or its products Volume Analysis allows clients to evaluate where the volume of coverage is emanating from in greater detail, to allow for PR follow – ups mid campaign and to assess and plan for the next campaign. Coverage Area is defined as the total measure of editorial and pictures / logos in Square CM. Media Value Analysis allows clients to ensure that they are getting value for money for their PR. Advertising Value Equivalent (AVE) offers this measure for PR success. However, in itself this value is not a true reflection of real media value of the editorial, as it does not take factors such as Impact and Influence into consideration. That’s why MediaMarket have developed a ratings analysis, which provides a combined measure of Influence & Impact of the company/ organisation expressed as a numerical rating. Media Value Ratings are used as a multiplier of the AVE to give a truer reflection of the real media value i.e. (MVR * AVE = M-AVE) M-AVE (Multiple*Adv Value Equivalent) is the Advertising Rate Card Value of the Space were you to purchase it * the Media Value Rating to give a true Media Value. Competitive Share of Voice Analysis enables you to compare your media coverage with that of your competitors. This analysis outlines in both percentage terms and the actual volume of all editorial coverage for each competitor. S.O.V. is defined as the percentage of editorial coverage by Square CM for each of the analysed competitors 3 . Executive Summary (1) Analysis Period: January – December 2009 Client: Irish Nurses and Midwives Organisation Analysis Brief: All references to the INO & IMNO Summary Press Articles 1643 Press Coverage in Sq.CM 531,353 Press Value €4,071,761 Broadcast Volume 1,861 Broadcast Value €9,122,194 4 January '09 - December '09 Irish Nurses Organisation Media Analysis Overview Media Volume Report Media Value Report 5 Summary Media Coverage Report Irish Nurses Organisation Media Analysis Reporting Publication Day Date Page Headline Area AVE Athlone Topic Thursday 01/01/2009 1 900 waiting on council house 309.67 €501.66 House and Home Thursday 01/01/2009 74 CHIC-O-NOMICS 3,014.98 €15,074.90 Clare Champion Friday 02/01/2009 8 HSE allocates four nurses to critical care unit 211.28 €627.50 Westmeath Independent Saturday 03/01/2009 13 Everything changes but everything stays the same 595.85 €1,513.45 Meath Chronicle Saturday 03/01/2009 13 November 701.28 €2,110.85 Nationalist & Munster Advertiser Saturday 03/01/2009 1.16 A year of controversies and spending cuts - the Irishhealth.com review of health in Ireland in 2008 580.38 €1,276.83 Limerick Leader Tabloid Edition Monday 05/01/2009 11 Four-year stand-off over unit continues 441.41 €1,880.40 Waterford News & Star Tuesday 06/01/2009 G 15 Health Update - irishhealth.com 496.28 €1,339.95 Irish Examiner Tuesday 06/01/2009 6 26% hike in patients on trolleys awaiting beds 226.95 €2,351.20 Irish Daily STAR Tuesday 06/01/2009 8 It's more than nurses or gardai get 69.98 €1,383.50 Dungarvan Observer Wednesday 07/01/2009 6 The Irishhealth.com Review of Health in Ireland 2008 607.78 €741.49 Kerryman Wednesday 07/01/2009 L 3 2008 — a terminal year for health in Ireland 511.16 €3,015.84 Sligo Champion Wednesday 07/01/2009 3 NEWS BRIEFS 241.80 €425.56 Limerick Independent Wednesday 07/01/2009 12 Life-saving hospital unit still lying idle 227.79 €922.54 Drogheda Independent Wednesday 07/01/2009 06 Almost 40 left lying on trolleys in Lourdes 144.93 €744.94 Evening Echo Wednesday 07/01/2009 44 CSL CLUB NOTES 611.90 €3,738.70 The Argus Wednesday 07/01/2009 2 Overcrowding crisis in local hospitals 122.59 €389.83 Metro Wednesday 07/01/2009 1 425 on trolleys in flu epidemic 331.08 €3,221.40 Irish Daily STAR Wednesday 07/01/2009 6 400 lying on A&E trolleys 21.83 €431.57 Irish Times Wednesday 07/01/2009 4 Winter vomiting bug and flu cause A&E logjam 159.27 €2,521.24 Irish Independent Wednesday 07/01/2009 11 Influx of flu sufferers forces hospital to cancel surgeries 547.65 €9,797.45 Irish Examiner Wednesday 07/01/2009 8 Flu-like virus adds to surge in hospital overcrowding 179.52 €1,859.82 Letterkenny Post Thursday 08/01/2009 7 A&E pressures hit hospital surgeries 188.76 €305.79 Anglo Celt Thursday 08/01/2009 10 HIGHS AND LOWS 168.28 €420.70 Irish Examiner Thursday 08/01/2009 13 Worst flu-like vims outbreak in eight years strikes country 575.73 €5,964.56 Irish Daily Mail Thursday 08/01/2009 19 Elderly urged to get jabs after flu sweeps country 214.42 €1,738.94 Irish Examiner Thursday 08/01/2009 17 A&E proposals neither safe nor sensible, says top medic 129.35 €1,340.06 Financial Times Thursday 08/01/2009 18 Cheap food wins in hard times 644.48 €16,679.14 Donegal News Derry People Friday 09/01/2009 13 Colds and flu take heavy toll in Donegal 425.19 €820.61 Clare Champion Friday 09/01/2009 SL 17 Fewer business failures in '08 183.18 €544.04 Clare Champion Friday 09/01/2009 20 Nurses union rep appalled at lack of consultation 380.65 €1,130.53 Clare Champion Friday 09/01/2009 3 Overcrowding returns at Ennis Hospital 140.80 €418.17 Clare Champion Friday 09/01/2009 SL 23 Cuts plague health sector year 687.74 €2,042.58 Tirconaill Tribune Friday 09/01/2009 1 Patients on trolleys .... again 175.35 €722.44 Evening Herald Friday 09/01/2009 31 Flu outbreak adds to A&E trolley misery 179.36 €2,372.93 Irish Examiner Friday 09/01/2009 30 University of Ulster management course now available in Dublin 231.24 €2,395.64 Limerick Leader - County Edition Saturday 10/01/2009 L 5 Colourful aviation paintings land at their new Foynes home 548.40 €2,336.18 Offaly Independent Saturday 10/01/2009 2 Patients left on trolleys at Tullamore hospital as flu strikes 74.13 €216.45 Evening Herald Saturday 10/01/2009 10 Best to stay at home if you have flu 105.04 €1,389.67 Limerick Post Saturday 10/01/2009 62 Picture Round: Guess who the famous faces are? 883.12 €3,426.50 Westmeath Independent Saturday 10/01/2009 1 Seventeen on trolleys at local hospitals 195.06 €495.45 Irish Independent Saturday 10/01/2009 16 POLL-AXED BY COSTS 626.57 €11,209.33 Irish Daily Mail Saturday 10/01/2009 26 Hospitals in struggle to contain flu outbreak 106.96 €867.44 Financial Times Special Supplement Saturday 10/01/2009 29 Divorce can threaten company assets 430.49 €11,149.69 6 Publication Day Date Page Headline Area AVE Meath Chronicle Saturday 10/01/2009 10 SF rep calls on Harney to outline measures 76.51 €230.29 Irish Medical News Monday 12/01/2009 15 ED overcrowding shows vulnerability of the health system 300.13 €1,101.47 Irish Daily Mail Monday 12/01/2009 24 O'Leary sniffs at flu victims who take to their beds 231.51 €1,877.54 Roscommon Herald Tuesday 13/01/2009 2 Up to 40 people on trolleys last week at hospital 263.86 €527.72 Irish Daily Mail Tuesday 13/01/2009 17 Forty patients left on trolleys in one A&E ward 108.07 €876.44 Irish Independent Tuesday 13/01/2009 8 Hospital forced to cut back as overcrowding takes toll 101.99 €1,824.60 Irish Examiner Tuesday 13/01/2009 4 Patients receiving all of their medical care while on trolleys 126.88 €1,314.47 Irish Times Tuesday 13/01/2009 2 Critidsm of centralising hospital services 430.13 €6,808.95 Leinster Express Wednesday 14/01/2009 4 Town council angry at HSE snub 78.49 €279.42 Leinster Express Wednesday 14/01/2009 44 INO raise concerns 96.91 €344.99 Leinster Express Wednesday 14/01/2009 44 Successful transition for new A&E 358.86 €1,277.54 Dundalk Democrat Wednesday 14/01/2009 11 Patients treated on corridor in Lourdes hospital 225.26 €696.05 Drogheda Independent Wednesday 14/01/2009 01 'Inhumane' 395.98 €2,035.33 Drogheda Leader Wednesday 14/01/2009 19 40 left on trolleys 26.21 €61.85 South Tipp Today Wednesday 14/01/2009 2 Healy warns that Nenagh downgrading is sign of things to in South Tipp 194.44 €320.82 Drogheda Independent Wednesday 14/01/2009 06 Staff reach breaking point 133.77 €687.57 Drogheda Independent Wednesday 14/01/2009 06 'Inhumane' conditions at hospital 332.94 €1,711.31 Drogheda Leader Wednesday 14/01/2009 17
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