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Leveraging “Media Analysis” for Successful PR Strategies

2024年11月15日 Cosmo Report, Cosmo Strategy, Cosmo Survey

Recognizing environmental changes, understanding opinion trends, and capturing feedback for your business

Disseminating information via the media remains a central pillar of corporate PR activities. However, with the rise of the internet and social media, the different types of information we now encounter diversified significantly. Besides increased online media presence, personal opinions and anonymous posts on social media often gain traction through media coverage, in turn influencing public opinion. So amid all these changes, how should corporate PR departments best go about approaching “media”?

In this newsletter, we explore the theme of “media analysis,” a crucial element when planning any PR activity. Using an example from COSMO’s own work, we will explore what exactly media analysis is, what it can achieve, and the steps you can take to ensure that it is effectively integrated into your own PR strategies.

What do we mean by “Media Analysis”?

Creating any media analysis requires defining a theme, target media, timeline, and analytical focus. However, the most critical factor is ensuring that the analysis also speaks to the company’s priorities and objectives.

There are typically three main approaches when conducting media analyses:

Quantitative Analysis
This measures how a specific topic is covered in the media and tracks trends in the number of mentions. It allows for competitor comparisons, topic-based article analysis, and characterization of media outlets. Article size can also be converted into equivalent advertising costs. Online media coverage and social media impressions on platforms such as X (formerly Twitter), Instagram, Facebook, and YouTube can also be analyzed.

Qualitative Analysis
This focuses on the tone of articles, categorizing them as positive, neutral, or negative.

Combined Quantitative and Qualitative Analysis
This approach merges both methods to analyze changes in tone by topic.

COSMO’s Lung Cancer Media Analysis

Let’s look at an example with COSMO PR’s “Press Analysis Report – Lung Cancer,” published in November 2024. Using “Nikkei Telecom” as our database, we analyzed media coverage during August 1-31, 2024 on “lung cancer” across approximately 500 outlets, including newspapers, magazines, and industry journals. A total of 180 articles were identified.

Topic analysis of these articles revealed eight key topics, with the highest number of articles focusing on patients and treatments/devices. Analysis also highlighted distinct reporting trends by media category. For example, trade publications tended to focus on product approvals and development, while general newspapers covered more patient-centered topics. Additionally, comparing the company names mentioned showed that 22 companies were cited during the selected period, with a significant number of articles mentioning Daiichi Sankyo Co., Ltd.

Using these findings to review articles by category and company enabled us to not only understand market trends, but also which media outlets are most likely to report on specific topics. In this example the analysis focused on a single month, but media monitoring and analysis should ideally be conducted continuously, as tracking trends over time yields deeper insights.

Tailoring the Analysis to Your Business Needs

Press analysis frameworks can be customized based on each client’s PR objectives, with tailored themes, target media, monitoring periods, and analytical axes. This allows for a detailed analysis specific to your company’s products and services, with findings that offer actionable feedback for crafting effective PR strategies.

In addition to tracking how much coverage your company’s news generates, media analysis can also address questions such as:

Are your key messages being properly conveyed to the target audience?
What factors might be preventing them from reaching the audience?
How does the media view your company’s strengths and weaknesses compared to competitors?
What specific aspects of your company is the media praising or criticizing?
What topics trigger strong media reactions, and why?
How is your company and its products perceived on social media?
Can you more quickly identify changes in public opinion, the social environment and the business environment surrounding your company?

Corporate PR encompasses a variety of challenges. By aligning these challenges with a custom-made media analysis and examining the results, you can equip yourself with valuable insights.

What is “Stakeholder Monitoring”?

Companies are supported by and influence a range of stakeholders in their operations. “Stakeholder monitoring” is a method for tracking key stakeholders’ trends and statements through news and social media, helping inform PR and public affairs activities.

This involves setting search keywords, similar to news analysis, to extract the activities and statements of target stakeholders from media and social media. For example, it can identify who spoke about high-cost pharmaceuticals, at what opportunities, and what media covered it. This allows for understanding stakeholders’ “awareness” and “activities” on each topic, providing insights for planning future external actions.

Analyzing the views of stakeholders that may be expressing negative opinions allows us to understand what their current view is, their concerns and which areas must be addressed if we are to shift their opinion. In this way, stakeholder monitoring is a valuable tool for objectively understanding stakeholders’ views based on publicly available information.

Staying True to the Purpose of PR

While media analysis is valuable for planning PR activities, it is also still valuable for evaluating the effectiveness of PR activities and persuading internal stakeholders about the importance of PR. Media analysis can be leveraged in various ways, not only just to track numbers, but also to provide deeper insights by combining quantitative and qualitative analysis and crafting specific analytical axes. Additionally, since analysis is merely a tool, it’s essential to go beyond the numerical results and always return to the true purpose of PR – actively “utilizing” the analysis results.

Making Use of External Support

It’s not necessary to handle the entire media analysis process in-house, from planning and designing to reading results, identifying issues, and developing strategies. If you have limited PR staff, lack the necessary expertise, lack experience in media analysis or wish to approach media analysis from a new perspective, you might consider leveraging the expertise of an external organization.

COSMO PR offers customized “News Monitoring and Analysis Reports” and “Stakeholder Monitoring Reports.” In addition to news sources included in Nikkei Telecom used in the lung cancer medial analysis this time, we can monitor and analyze social media platforms (X, Instagram, Facebook, YouTube, TikTok, LINE, etc.). These services not only include monthly periodic reports, but also annual reports that retrospectively analyze past coverage as well. They can be customized to meet a diverse variety of needs, so please feel free to contact us to discuss how they can be applied to your business.

If you would like to receive a copy of COSMO’s “News Analysis Report – Lung Cancer” (published November 2024), or more information about COSMO PR’s media monitoring services, please contact us at info_cosmo@cosmopr.co.jp.

Survey Results: Exploring Strategies for Media and Healthcare Companies in a Post-COVID Era

2024年10月8日 Cosmo Report, Cosmo Survey

Online interviews now a well-established practice with 90% of respondents eager to continue, but face-to-face reporting still holds value

In May 2023, COVID-19 was reclassified as a Class 5 infectious disease under the Infectious Disease Control Law, marking a significant milestone in the post-COVID era. As the pandemic subsides, our daily lives and business activities are gradually returning to normal.

In light of these changes, COSMO PR conducted a second media survey in August 2024, following up on the first media survey in December 2022. This time, the focus was on “media and healthcare companies in a post-COVID era.” Healthcare media professionals were invited to take part in order to understand: 1) what has changed since the previous survey; 2) whether new challenges have emerged; and for the first time, 3) the media’s expectations of pharmaceutical company PR staff and public relations agencies. We received responses from 73 journalists from national newspapers, industry newspapers, and freelancers. In addition to multiple-choice questions, we included a free-response section to capture candid opinions typically not shared.

This newsletter shares a summary of the survey results, including a summary of the free-response opinions. (For details on the survey date and respondents, refer to “Survey Overview” below.)

1. How Information is Communicated

We began by asking respondents the things they don’t like about online seminars (multiple answers allowed).

What do you find inconvenient about online seminars?

As the results indicate, journalists openly voiced their experiences regarding the disadvantages of continued online seminars during the pandemic, reaffirming the importance of face-to-face interviews.

When asked if online methods should remain when face-to-face interviews are possible, the percentage of respondents who agreed that “online information should remain an option” rose to 93% from 87% in the previous survey (December 2022). Furthermore, respondents were asked their preference between face-to-face or online reporting, for both interviews and seminars, and to explain their reasoning.

For interviews, 66% of respondents preferred face-to-face, 4% preferred online, and 30% had no preference. For seminars, 34% preferred in-person attendance, 14% preferred online, and 52% were comfortable with either. While the number of respondents who preferred in-person interviews rose significantly from the previous 40%, the proportion of those who preferred either format remained at 30% for interviews (down from 60% previously) and increased to 52% for seminars (up from 42%).

The number of respondents who chose “either face-to-face or online” increased to 52%, up from 42% in the previous survey.

When we asked those who preferred “either” format to explain why, the true intentions of the journalists became clear. Many expressed that both formats have their advantages and disadvantages, and they appreciated being able to choose the format based on content and schedule. This was consistent with the reasoning provided in the previous question about the continuation of online information. It reflects how journalists find it inconvenient if they were limited to one format, with some voicing that they found it odd when seminars were restricted to in-person attendance only since hybrid-format seminars have become the norm for them.

The reasons given for preferring face-to-face interviews included: “I can ask detailed questions,” “It’s easier to ask follow-up questions,” “I can interrupt to probe deeper,” “I can gain a lot of information from informal chats beyond the main topic,” and “I sometimes find hints on how to cover a topic during casual chats while exchanging business cards after a seminar,” “It’s easier to understand how strongly the interviewee feels about a certain topic.” Others noted it was beneficial for building relationships after interviews, with one respondent saying, “I can arrange appointments after impromptu post-session interviews.”

On the other hand, the most common reason for preferring online interviews was the lack of time and location constraints. Other reasons included: “Online seminars are easier to follow in terms of visibility of materials shared on screen and audio,” “I can share materials on screen, making the content easier to understand,” and “The screen recording feature allows me to review the seminar later, which is very helpful.”

2. Media Expectations of Corporate PR and PR Agencies

Speedy and timely PR responses.

For the first time, this survey also asked the media about their expectations of PR staff at pharmaceutical companies and agencies. First, we asked respondents to select what they considered important in terms of information shared by pharmaceutical companies.

What do you consider to be important information from pharmaceutical companies?

The graph shows that the top three concerns are the effectiveness, reliability, and evidence of the pharmaceutical products. Recent consumer awareness of product safety and security has also grown, and news organizations have shown increased interest in these areas. However, while this graph is beneficial in understanding the overall trend, it is important to note that media interests vary depending on their specific focus. For example, pharmaceutical companies must be creative in providing information to media outlets that are more interested in topics like management and finance, which ranked lower in this survey, or in topics like workstyle, which was not included as a criterion this time.

Next, respondents were asked what they found beneficial in communicating with PR staff from pharmaceutical companies.

What do you consider beneficial when communicating with pharmaceutical company’s PR staff?

As shown in the graph, the top items included “clear explanations,” “speedy responses,” and “knowledge of the company’s products.” These are all basic aspects of information sharing, so it’s not surprising that they were the most common responses.

A number of media said, “I just want them to pick up the phone!”

When asked in a free-response format what could be improved, many respondents said, “I can’t get anyone to answer the phone,” “I wish the press contact number was more accessible on the web,” and “Email inquiries are slow and inefficient.” Journalists also expressed frustration over email-only responses to press releases, saying, “I wish press releases weren’t limited to email,” “I wish phone inquiries were available on days when press releases are released,” and “It would be helpful to have same-day notifications for missed calls.”

The gap between what is considered useful and the areas needing improvement suggests a misalignment between journalists’ expectations and reality. The emphasis on “speedy responses” reflects journalists’ expectations for quick PR feedback. However, the question remains whether the COVID-19 experience has caused pharmaceutical companies to focus on internal priorities, despite efforts to optimize working from home, operational streamlining, and digitalization, leading to a neglect of basic PR practices or a decline in the overall quality of information services. Reflecting on these survey results can provide insight for corporate PR professionals.

Next, we asked respondents about their expectations of PR agency staff. (5)

Although the response options differed from those for corporate PR staff, the top responses – such as “speedy responses” and “clear explanations” – were similar. However, “support with interviews” and “impartial information, including about competitors,” were also noted, indicating that the media expects PR agencies to play a slightly different role than in-house PR teams.

3. Healthcare Topics of Media Interest

Sensitive to trends in the world and the needs of readers.
Leveraging the power of the media to stimulate public interest.

Finally, respondents were asked to select the healthcare topics they are most focused on. (3)

The graph shows the health care topics of interest in the past year, the health care topics of current interest, and the health care topics that will be of interest in the future, arranged by topic, and the changes over time.

Topics of media interest.

Interest in infectious diseases has declined significantly as the COVID-19 pandemic subsides. Similarly, interest in drug loss is expected to taper off as the issue improves. However, cancer treatment and dementia continue to dominate media attention. Gene therapy and healthcare finance are two emerging topics expected to draw more attention in the future.

Media interest reflects broader societal concerns, and topics that gain media attention can shape public discourse. Therefore, it is essential for companies to continuously monitor media interests, listen to the voices of journalists, and understand the needs in information.

We hope this survey provides useful insights with its focus on how the media and businesses can best work together.

Survey Overview
•Survey Title: Media and Healthcare Companies in a Post-COVID Era
•Survey Date: August 27-29, 2024
•Survey Method: Online
•Target Audience: Healthcare journalists
•Valid Responses: 73 (8 national newspapers, 5 news agencies, 1 industry newspaper, 12 trade publications, 21 healthcare professional media, 5 general magazines, 3 TV, 13 web media, 5 others)

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Note: This newsletter is based on an independent survey conducted by COSMO PR. For inquiries, please contact: info_cosmo@cosmopr.co.jp

Healthcare and The Environment: Environmental Changes and Health in Medical Practice <span>What changes should we expect from work style reforms for doctors?</span>

Healthcare and The Environment: Environmental Changes and Health in Medical Practice What changes should we expect from work style reforms for doctors?

2024年3月27日 Environment, Healthcare

Since 2019, different industries across Japan have begun implementing upper limit regulations on overtime and holiday working hours under the “Work Style Reform Act.” A five-year grace period was given to the medical industry, with the Revised Medical Law enacted in 2021. After three years of preparation, overtime and holiday working for doctors will be limited from April 1 this year to no more than 960 hours a year, with some exceptions depending on the type of medical institution. What changes will this bring about for physicians working in the clinical field and what does it mean for those of us using the medical system?

In this edition of the COSMO newsletter, we take a closer look at issues facing the medical industry in 2024 and how to respond to them, with input from Dr. Jun Itami of Shin-Matsudo Central General Hospital. Read on to the end for Dr. Itami’s full profile.

The Year in Review & Optimism for 2024

2023年12月21日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

First and foremost, I would like to take this opportunity to thank you for your continued support.

Health Care and The Environment: The Risks Posed by Climate Change <span>How should the healthcare industry respond?</span>

Health Care and The Environment: The Risks Posed by Climate Change How should the healthcare industry respond?

2023年10月31日 Environment, Healthcare

Health issues caused by the rising temperatures associated with climate change have increased dramatically in recent years. Record heat waves in Europe caused more than 60,000 deaths last year, while a sharp increase in climate disasters such as floods and droughts in Africa have led to worsening food security and the spread of infectious diseases. Japan is no exception, and the number of “Heat Stroke Alerts” issued by the Ministry of the Environment continues to rise each year. This year, the number exceeded 1,000 for the first time since the alerts began, with escalating numbers of people being transported to emergency rooms due to heat stroke.

In this edition of the COSMO newsletter, we sit down with Dr. Yasushi Honda, Professor Emeritus of Sports Science at the University of Tsukuba to get his take on the health risks posed by climate change; the key facts you need to know; and how the healthcare industry should respond.

Healthcare and the Environment: Understanding the Movement around PFAS<span>How should the healthcare industry face this issue?</span>

Healthcare and the Environment: Understanding the Movement around PFASHow should the healthcare industry face this issue?

2023年7月20日 Environment, Healthcare

Have you heard of PFAS? Standing for “Per- and Polyfluorinated Substances,” PFAS is the generic name for artificially created organic fluorine compounds. Capable of repelling water and oil, in addition to being highly resistant to heat, chemicals, and ultraviolet rays, they are used in a wide range of applications from water repellents and emulsifiers, to fire extinguishing agents and surface treatments for packaging materials. However, as stable compounds, PFAS have also become known as “forever chemicals” since they can remain in the environment with little degradation. Reportedly, some PFAS may potentially affect human health if people are internally exposed to them for long periods of time. In recent years, there has been an accelerating trend toward their tighter regulation, particularly in the US and Europe. In this newsletter, we asked Dr. Kouji Harada, Associate Professor at the Department of Health and Environmental Sciences, Graduate School of Medicine, Kyoto University, to introduce some of the fundamentals around PFAS, as well as share his insights into related domestic and international trends, and what approach the healthcare industry should take. Read on to the end for Dr. Harada’s profile.

Solving Challenges Around Rare and Intractable Diseases Through Stakeholder Collaboration<br><span>Moving toward an era when patients, healthcare professionals, and pharmaceutical companies take action together</span>

Solving Challenges Around Rare and Intractable Diseases Through Stakeholder Collaboration
Moving toward an era when patients, healthcare professionals, and pharmaceutical companies take action together

2023年3月23日 Healthcare, Patients

The Act on Securing Quality, Efficacy and Safety of Products Including Pharmaceuticals and Medical Devices (Pharmaceuticals and Medical Devices Act) defines “Rare Disease” as that with fewer than 50,000 patients in Japan. In recent years we have seen a rise in activities being held in Japan and around the world to raise awareness of rare and intractable diseases. These are largely driven by patient groups, but pharmaceutical companies are also starting to more actively provide information and develop new drugs. Steady progress is being made, but there remain many issues to be addressed when it comes to solving challenges around rare and intractable diseases.

In this newsletter, we sit down with Ms. Yukiko Nishimura, Founder and President of ASrid (Advisory Service for Rare and Intractable Diseases), a non-profit organization that seeks to provide services to all stakeholders in the field of rare and intractable diseases. The conversation explores the current state of these challenges in more depth, as well as the next steps we should be working toward. Read on to the end for Ms. Nishimura’s full profile.

The Year in Review & Optimism for 2023

2022年12月21日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

Preparations for the post-COVID-19 era have opened up new challenges for all of us, including how to operate remotely and taking precautions, such as continuing to wear masks even in the workplace.

Japan is still preparing to cope with an eighth wave of COVID, although, work and life are generally back to normal.

Women’s mental health advice <br>from a medical practitioner in the field<br><span>The importance of creating a supportive atmosphere for<br /> those experiencing mental health issues</span>

Women’s mental health advice
from a medical practitioner in the field
The importance of creating a supportive atmosphere for
those experiencing mental health issues

2022年10月28日 Healthcare, Women’s Health

It has been claimed in the past that women are twice as likely to suffer from depression as men. Factors may include anxiety caused by naturally-fluctuating female hormones, a work environment in Japan that still makes it difficult for women to work, conflicts arising from relationships within the family, or memories of childhood trauma. Compounding this, recent research suggests that women’s mental health has been further negatively impacted under the COVID-19 pandemic. If we suspect the mental health of someone close to us is deteriorating, whether in the family or at work, how should we go about responding?

In this newsletter, we speak to Dr. Yoshiko Orito of the Yoyogi no Mori Clinic, who has been involved in women’s mental health for many years, about the issues surrounding women’s mental health and specific measures to deal with them. Dr. Orito’s profile may be found at the end.

The current state of women’s mental health in Japan<br><span>How should we respond to deepening challenges brought about by the pandemic?</span>

The current state of women’s mental health in Japan
How should we respond to deepening challenges brought about by the pandemic?

2022年7月29日 Healthcare, Women’s Health

As COVID-19 infections continue to spread, the pandemic is bringing about other problems in Japan with deteriorating mental health among women and increased rates of suicide. It’s believed that this may be attributed to an increase in domestic abuse, heavier burden of domestic responsibilities, such as housework, childcare and nursing care, as well as escalating financial pressures, including job loss and reduced income.

Solving gender inequality demands cutting to the core of the issue and directly tackling the structural problems that put women in vulnerable positions. However, striving for gender equality means recognizing that there is an overlooked part of society where both men are women are struggling. Dr. Haruka Sakamoto, Senior Manager at the Health and Global Policy Institute highlights this issue when she notes that domestic work still tends to fall upon women due to outdated beliefs that men should be working hard outside of the home with society negatively judging men who prioritize domestic work over their careers. Women are pressured to stay at home, while men are made to work long hours on their paid jobs. Such a society makes life difficult for both women and men.

Spotlight on Women’s Health in Japan: <br>The role of femtech in the lives of women

Spotlight on Women’s Health in Japan:
The role of femtech in the lives of women

2022年4月27日 Healthcare, Women’s Health

In this issue, we highlight the road to good health as experienced by women, and the growing interest in femtech. In particular, we set out to raise awareness of the following challenges, solutions, and key learnings:

Encouraging discussion on women’s health
Conversations with experts in the field
Innovative solutions in Japan
Positive outcomes for women’s health
The path forward

When it comes to recognizing the connection between women’s health and community, perhaps Michelle Obama said it best, “Communities are only as strong as the health of their women.”¹

Kumi Sato, Cosmo Public Relations Corporation (“COSMO”) President and CEO, “I believe that we still have a long way to go in ensuring there is more focus on Women’s Health. To advance earlier diagnosis and appropriate treatment, Diagnostics and Medical Devices will be increasingly important.”

The Year in Review & Optimism for 2022

2021年12月24日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

This year is a special year for Cosmo Public Relations Corporation (“COSMO”). It marks our 60th anniversary. This occasion has allowed for some personal reflection on where COSMO has come from and where we would like to go in the future.

Online Seminar Report by COSMO Public Relations

2021年12月8日 Cosmo Report, Events

The Impact of COVID-19 on American Life

-Through the Lens of a Leading Global Health Expert-

The COVID-19 pandemic has undoubtedly had a major impact on the daily lives of people around the world. At the COSMO Online Seminar held on November 5, Dr. Dairiku Hozumi, Managing Director of ThinkWell Global, a U.S. think tank specializing in healthcare financing, and Independent Director at COSMO Public Relations Corporation (“COSMO”), was invited to share his thoughts on the current situation in the U.S.

Online Seminar Co-sponsored by Welby and COSMO Public Relations

2021年6月29日 Cosmo Report, Events, Patients

The impact of ePRO on patients’ cancer treatment experience

-Benefits and issues of ePRO as observed in real-word clinical settings-

Cosmo Public Relations (“COSMO”) and Welby, Inc. co-sponsored an online seminar on May 21, 2021 titled: “The impact of ePRO on patients’ cancer treatment experience: the benefits and issues of ePRO as observed in real-world clinical settings.”

The event brought together professionals committed to exploring the use of new digital solutions to improve the treatment experience of patients with cancer, as well as learning about the potential of such tools to strengthen communication between healthcare providers and patients. We learned that:

Online Seminar Co-sponsored by Insights4 Pharma and Cosmo Public Relations

2021年5月19日 Cosmo Report, Cosmo Strategy, Events, Patients

Aligning pharma business objectives with patients’ life goals

-Applying the patient insight approach of drug development to communications-

Healthcare in Japan is undergoing drastic change. To address these shifting trends, COSMO co-hosted an online seminar with global pharmaceutical news media Insights4 Pharma.

The seminar succeeded in spotlighting the crucial role of patient insights, particularly:
• The pursuit of patient insights leads to early detection of disease, prevention of serious illness, improved adherence, and improved healthcare outcomes.
• A solid understanding of patient insights enables the provision of appropriate information to patients, which leads to a positive cycle in which patients are satisfied with their treatment choices and continue their treatment.