A New Model for Media Content Analysis

2005 – The premise of the authors is that the media content analysis methods commonly in use fail to address the fundamental information needs of public relations professionals. Currently public relations professionals rely on eight basic methods of content analysis. This paper reviews each of these methods and points out the fundamental flaws in each of these approaches.

A New Model for Media Content Analysis
David Michaelson and Toni Griffin

Posted in [Research Library], Measurement and Evaluation, Media Relations, Research Methods / Standards and tagged .


  1. Very well researched, presented, and argued! I suggest this is a must-read for ALL managers, not “only” those in the PR field.

    Eli Sopow, PhD

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