Sentiment Analysis for Communications & PR Teams
Sentiment analysis for communications and PR teams. Measure PR impact, track media sentiment, and prepare executive briefings with quantified data instead of vanity metrics like impression counts.
Measure PR impact, track media sentiment, and prepare executive briefings with quantified data. BigSentiment gives communications teams the evidence they need to prove ROI.
Sentiment analysis for communications and PR
Communications teams are under pressure to prove their impact. But PR measurement has traditionally been stuck with vanity metrics — media impressions, share of voice, mention counts — that don't actually tell leadership whether the brand's reputation is improving. BigSentiment changes that by scoring the sentiment of every mention, tracking how perception shifts over time, and delivering reports that connect communications activity to real outcomes.
For communications teams, the core value is evidence. When leadership asks 'did our PR campaign work?', you need more than impression counts. You need to show whether sentiment improved, which themes shifted, and how your brand compares to competitors.
Who it helps
- PR directors - Measure the sentiment impact of PR campaigns and media coverage, not just volume
- Communications leaders - Prepare leadership briefings with quantified sentiment data instead of anecdotal clips
- Media relations teams - Track how journalists and publications are framing the brand over time
- Internal communications - Monitor employee sentiment alongside external perception for a complete reputational picture
How it works
- Set up your brand and competitor profiles - Track your brand alongside competitors for benchmarking, and configure keywords for specific campaigns or initiatives.
- We monitor news, social, and review channels - BigSentiment collects media coverage, social media mentions, and review sentiment — the full communications spectrum.
- AI separates media context from direct voice - News coverage and editorial commentary are kept separate from direct customer feedback — they measure different things.
- Reports connect activity to outcomes - See whether PR campaigns, product launches, or media coverage moved sentiment in the right direction.
- Share executive-ready reports - Presentation decks are designed for leadership consumption — no manual slide assembly required.
Data sources and signals
BigSentiment monitors news outlets, Twitter/X, Reddit, Facebook, Instagram, Google Reviews, Yelp, and industry forums. For communications teams, the separation between public context (news, forums) and direct voice (reviews, social mentions) is especially valuable — it shows whether media narrative aligns with actual customer experience.
Media monitoring in BigSentiment goes beyond counting mentions. Each article is scored for tone, so you can see not just how many times your brand was mentioned, but whether the coverage was positive, neutral, or negative. This is the difference between share of voice and share of sentiment.
Decisions it supports
- Whether a PR campaign or media push actually improved brand sentiment
- How media narrative aligns with or diverges from actual customer sentiment
- Which themes in coverage need proactive narrative correction
- How the brand's sentiment compares to competitors after a shared industry event
- Whether to escalate a media situation based on sentiment trajectory
What makes BigSentiment different
- Sentiment scoring, not mention counting - Every media mention is scored for tone — you know whether coverage is positive or negative, not just how much there is
- Media vs. customer separation - News coverage is scored separately from customer feedback — media narrative doesn't mask real customer sentiment
- Presentation-ready reports - Decks designed for executive consumption — no manual slide assembly, just share a link
- Competitive benchmarking - Track your sentiment alongside competitors to show relative positioning
Frequently asked questions
How does BigSentiment compare to traditional media monitoring tools?
Traditional media monitoring tools focus on collecting and counting mentions — volume, share of voice, impressions. BigSentiment goes further by scoring the sentiment of every mention, tracking perception trends over time, and separating media context from direct customer voice.
Can we track sentiment around specific PR campaigns?
Yes. You can configure campaign-specific keywords, hashtags, or messaging themes to track. This lets you measure whether a specific campaign moved sentiment, separate from baseline brand sentiment.
Are reports suitable for sharing with executive leadership?
Absolutely. Reports are designed as presentation decks — scrollable, visual, and self-explanatory. They include executive summaries, trend charts, and recommended actions. Many comms teams share report links directly with leadership.
Related BigSentiment pages
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