Illustrative use case · Media Experts editorial team · 18 September 2026
The problem: confusing the signal and its subject
A system may recognise “under pressure” as a negative signal. Whether it refers to the market, a competitor or the monitored brand is a different question. Accepting the label without review can distort later sentiment analysis.
The solution: code the actual brand reference
Our analysts read the context, identify the subject and apply the agreed coding guide. Here, the negative wording describes the market. The company statement about stable demand is coded neutral under the sample scheme. The decision must remain traceable to the source text.
What role does AI play?
AI supports sorting, structuring and drafts. It does not replace a defined review method. Sensitive stories, ambiguity, quotes and changing speakers require careful treatment of context. Approved content and AI services are agreed for the project.
The value for your business
Consistent coding improves the basis for media analysis and reporting. Your team has fewer classification errors to revisit during presentation preparation and can explain assessments more clearly. Recurring borderline cases feed into the guide so the project learns from corrections.
The key check
For every assessment, ask: who or what is actually being evaluated? The answer is often more useful than an isolated negative word. Our monitoring glossary explains related terms.