KPI
A metric intended to represent a specific question or objective. Coverage volume or topic shares may be relevant in media analysis. A metric should always be read with its definition and dataset.
Potential reach
An estimated opportunity for exposure based on the source figures used. Summed potential reach is not a verified count of unique people reached. Repeated contacts and overlaps may be included.
Share of voice
The share of a company or topic within a defined comparison set. Calculation may use coverage counts or other measures. The denominator, competitors and period must be transparent.
Earned media
Coverage by third parties, such as editorial articles in independent media. The distinction from owned or paid channels must be defined in the report.
Owned media
A company’s own communication channels, such as its website, corporate blog or social posts. They are considered separately from earned media for clear comparisons.
Tone / sentiment
Assessment of a specific reference to a brand, company or topic using a coding scheme. Positive language in the overall text is not automatically a positive brand assessment.
Benchmarking
Comparison using consistent metrics and rules. Meaningful results require comparable sources, periods and coding methods.