How is PR sentiment analysis different from media monitoring?
Media monitoring collects mentions. PR sentiment analysis explains the tone and themes in those mentions, showing whether coverage is helping or hurting perception.
PR Sentiment Analysis
PR sentiment analysis for communications teams. Measure media tone, campaign impact, narrative risk, and executive-ready reputation reporting.
Measure whether media coverage and public conversation are helping or hurting reputation. BigSentiment gives communications teams sentiment reports built for executive briefings.
What is PR sentiment analysis?
PR sentiment analysis measures the tone of media coverage, social conversation, and public commentary around a brand, campaign, launch, or issue. It helps communications teams move beyond share of voice and understand whether the narrative is positive, neutral, or negative.
BigSentiment separates media context from direct customer voice, because news coverage and customer experience can move in different directions. That separation makes PR reporting clearer and more defensible.
Who uses PR sentiment analysis
- PR directors - Measure whether campaigns and media coverage improved sentiment
- Communications leaders - Brief executives with quantified narrative data
- Media relations teams - Track how outlets frame the brand over time
- Crisis communications teams - Detect negative tone clusters before they escalate
How PR sentiment reporting works
- Define the campaign or narrative - Configure brand terms, campaign terms, competitors, topics, and timeframe.
- Monitor public context - Collect media coverage, social mentions, Reddit discussions, and forum commentary.
- Score tone and themes - AI classifies sentiment, themes, urgency, and the type of signal.
- Separate media from customers - Editorial and third-party commentary are reported separately from direct customer feedback.
- Prepare executive reporting - BigSentiment turns findings into a concise report with trend charts, quotes, caveats, and recommended actions.
PR sentiment data sources
PR sentiment analysis can include news articles, press mentions, Reddit threads, social posts, forums, and review context where relevant.
Reports include source counts and coverage notes so teams can see whether the sentiment read is broad, narrow, emerging, or limited.
Decisions PR sentiment analysis supports
- Whether a campaign improved or hurt sentiment
- Which messages or themes are shaping public perception
- Whether media narrative aligns with customer experience
- When a negative story needs escalation
- How brand sentiment compares with competitors after a shared event
Why communications teams use BigSentiment
- Sentiment, not just volume - Reports show whether attention is positive, neutral, or negative
- Executive-ready output - Built for leadership briefings, not analyst-only dashboards
- Layered context - Media sentiment and customer sentiment are kept separate
- Actionable urgency - Negative clusters are flagged with response-oriented recommendations
Frequently asked questions
Can BigSentiment track campaign sentiment?
Yes. Teams can configure campaign-specific keywords, messages, hashtags, or competitor terms to measure campaign impact.
Can PR sentiment reports be shared with executives?
Yes. BigSentiment reports are designed as presentation-ready summaries with sentiment trends, narrative themes, urgency alerts, and recommended actions.
Related BigSentiment pages
- Communications Teams - Team
- Reputation & Crisis Monitoring - Use Case
- Meltwater Alternative - Comparison