1. Define the question
Start with the decision. Identify the entities, issues, markets, media universe and time period relevant to the brief.
2. Examine coverage systematically
Content analysis brings structure to attention, topics, sources and tone. Consistent definitions support comparisons rather than isolated impressions.
3. Look at presence and absence
Agenda setting concerns what receives attention. Agenda cutting asks what is not represented. Both help examine visibility and public understanding.
4. Put the findings in context
Compare relevant periods and peers. Check dates, samples, scales and thresholds before interpreting a chart. A historical ranking is not a current ranking.
5. Connect evidence to the brief
Use findings to inform communications, reputation management, editorial strategy or further enquiry. Scope and deliverables should be agreed with the institute.