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How can you measure PR impact with sentiment analysis?

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Sentiment analysis is a powerful tool to measure the impact of your PR efforts on your target audience. It can help you understand how people feel about your brand, products, services, or campaigns, and how they react to your messages. In this article, you will learn what sentiment analysis is, how it works, why it matters for PR, and how to use it effectively.

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1 What is sentiment analysis?

Sentiment analysis is the process of using natural language processing (NLP) and machine learning (ML) to identify and extract the emotional tone and attitude of a text. It can be applied to various types of texts, such as social media posts, online reviews, news articles, customer feedback, or press releases. Sentiment analysis can assign a polarity (positive, negative, or neutral) or a score (from -1 to 1) to each text, or a more granular level of emotions (such as joy, anger, sadness, or surprise).

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2 How does sentiment analysis work?

Sentiment analysis works by using algorithms that analyze the words, phrases, and context of a text, and compare them to a predefined lexicon or dictionary of sentiment terms. For example, words like "love", "happy", "great", or "awesome" are usually associated with positive sentiment, while words like "hate", "angry", "bad", or "terrible" are usually associated with negative sentiment. The algorithms can also take into account the modifiers, intensifiers, negations, sarcasm, or irony that can affect the sentiment of a text. For example, "not bad" is a negation that implies a positive sentiment, while "so bad" is an intensifier that amplifies a negative sentiment.

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Aleks Farseev

MarTech CEO ?? | Professor in AI | Singapore | Taipei | London
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In sentiment analysis, it is also very important to consider the aspecs surrounding the word from the lexicon. For example, when describing a phone camera, the word “sharp” could be something positive, however, you would not want to buy a baby chair with “sharp” corners.

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3 Why does sentiment analysis matter for PR?

Sentiment analysis is important for PR because it can help measure the success of strategies and tactics, as well as improve decision-making and communication. By using sentiment analysis, you can monitor and evaluate the reputation and perception of your brand, products, services, or campaigns across different media channels. Furthermore, you can identify and address the pain points, needs, expectations, and preferences of your target audience and stakeholders. Additionally, sentiment analysis allows you to track and compare the sentiment of your competitors and industry trends while measuring and optimizing the impact and ROI of your PR activities. Finally, it enables you to engage with your audience and influencers to build trust and loyalty.

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Aleks Farseev

MarTech CEO ?? | Professor in AI | Singapore | Taipei | London
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In my experience, for PR is not just the polarity (positive/negative) sentiment analysis that is important, but also the understanding of the sentiment strength and commenter intensions, which, being analyzed together, would allow for a more holistic view of the problem the PR article is describing and the audience reaction on the article. For example, understanding sarcasm is crucial when analyzing the reaction to the PR piece as this will be one of the most common negative audience reactions one would encounter and it is important not to confuse it with the positive sentiment.

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4 How to use sentiment analysis effectively?

To use sentiment analysis effectively for PR, it's important to define your goals and objectives, choose relevant sources and data, select the best tools and methods, and analyze and interpret your results. Ask yourself what you want to achieve with sentiment analysis, what the key performance indicators are that you want to measure and improve, what media channels and platforms you want to analyze, what types and volumes of texts you want to process, what tools and methods suit your needs and budget, how to present and visualize your results, how to derive insights from your data, and how to communicate your findings and actions.

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5 What are the challenges and limitations of sentiment analysis?

Sentiment analysis is not a perfect science and comes with some challenges and limitations that need to be taken into consideration. Language is complex, diverse, and dynamic, making it difficult for algorithms to capture its subtleties and ambiguities. Additionally, sentiment analysis involves collecting, processing, and storing personal and sensitive data which can lead to ethical and legal implications. It is important to be aware of the quality and quantity of data used, as well as the lexicon used by algorithms in order to avoid errors or biases.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Aleks Farseev

MarTech CEO ?? | Professor in AI | Singapore | Taipei | London
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Large language (particularly, Transformer) models are able to grasp the context in the large text corpora and are often suggested as an alternative to traditional sentiment analysis when it comes to all the drawbacks associated with it. For example, they will be able to grasp the complex cross-sentence relationships between words predicting intentions, sarcasm, and oxymorons that are so important for judging the audience's reaction when it comes to a well-written PR piece.

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How can you measure PR impact with sentiment analysis?

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1 What is sentiment analysis?

2 How does sentiment analysis work?

3 Why does sentiment analysis matter for PR?

4 How to use sentiment analysis effectively?

5 What are the challenges and limitations of sentiment analysis?

6 Here’s what else to consider

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How can you measure PR impact with sentiment analysis?

1

2

3

4

5

6

1 What is sentiment analysis?

2 How does sentiment analysis work?

3 Why does sentiment analysis matter for PR?

4 How to use sentiment analysis effectively?

5 What are the challenges and limitations of sentiment analysis?

6 Here’s what else to consider

Business Services

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