Think Upstream in 2007 by Putting the Media Under the Microscope

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Upstream Analysis formed to help communicators quickly analyze media trends to determine strategies.

Instead of spending hours each day clipping newspapers, communicators can quickly identify and circulate leading stories, calculate the value of a successful media blitz, or assess the damage of a negative attack in order to plot a strategic response. The technology to process vast quantities of media coverage has finally caught up with the information age.

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In a world of ever-shortening news cycles, understanding the media environment is vital. How would the waning days of the 2006 mid-term elections been different if Sen. John Kerry had known immediately how his botched joke was playing in the media? (see attached). To what extent did the resignation of Defense Sec. Donald Rumsfeld knock the Democrats' message off the air the day after they won the majority in Congress?

Upstream Analysis, a rapid response media monitoring, measurement and analysis company, was formed in November to answer these and other questions about the media environment for campaigns, organizations and companies. With a mission to quickly deliver essential information to media war rooms and C-Suite decision makers, Upstream Analysis uses advanced technology to aggregate news coverage and plot the media landscape.

"It is easy to get buried in the day-to-day influx of news clips and forget to ask what it all means," said Janet Harris, president of Upstream Analysis. "Instead of spending hours each day clipping newspapers, communicators can quickly identify and circulate leading stories, calculate the value of a successful media blitz, or assess the damage of a negative attack in order to plot a strategic response. The technology to process vast quantities of media coverage has finally caught up with the information age."

Upstream Analysis's online solutions continuously scour media coverage for important trends and news about competitors, while simultaneously measuring the results of proactive media communications. The result is the ability to look upstream at media trends to shape communications strategy. The firm also provides consulting services to help organizations design a customized media measurement and analysis system that pushes results out to desktops on a regular basis to keep communications programs on track and document the results.

"The technology to deliver high-speed market intelligence has evolved by leaps and bounds in recent years," said Brad Brodigan, president and CEO of Biz360. "Upstream Analysis helps organizations use that information to improve their communications strategies. Janet Harris brings know-how and creativity to media analysis and PR evaluation."

Upstream Analysis's services include:

  •     Media Monitoring & Analysis
  •     Breaking News reports--Where did that wire story get picked up? How much bang did you get from that last press release?
  •     Trend reports--Is that crisis issue still gaining momentum or fading from public consciousness? Do you need to respond or will that just stoke the flames?
  •     Political Media Tracker
  •     Is your earned media program making an impact? Is it correlating to changes in public opinion polls?
  •     Consulting Services
  •     What media monitoring and measurement solution is right for your business? Are you getting the most from your current monitoring and measurement solution?

About Upstream Analysis

Founded in November 2006 by Janet Harris, an award-winning media relations specialist and former political analyst, Upstream Analysis looks at the media landscape from the perspective of the communications professional. This viewpoint is combined with methodologically sound research and analysis techniques to provide valid and meaningful insights. For more information, visit http://www.upstreamanalysis.com.

Contact:

Janet Harris, president

Upstream Analysis

202-460-1436

Links: http://del.icio.us/upstreamanalysis

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Janet Harris
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