Análise de Mídia: Ferramenta Estratégica, de Baixo Custo e Alto Retorno
Em um mundo globalizado como o nosso, onde as notícias são transmitidas em tempo real e as mídias sociais têm um grande poder de influência, a imagem empresarial é um dos ativos mais valiosos de uma empresa, instituição, pessoa ou produto. A imagem, este conjunto de característica, positivas ou não, e aí se incluem credibilidade, respeitabilidade e confiança, é que vai montar a visão que o indivíduo tem da organização, pessoa ou marca.
Como explica Silveira [1] as mídias podem ser compreendidas como o novo campo de legitimidade, no qual os demais campos se refletem. As diversas áreas sociais lutam para tornar públicos os acontecimentos considerados relevantes e buscam, através da exposição na mídia, a aprovação da sociedade e sua legitimidade.
Dessa forma, torna-se possível compreender como os indivíduos constroem uma imagem de determinada instituição com base nas ações que se tornam visíveis, principalmente, através da mídia. E é esta imagem que vai definir a aceitação de seus produtos, serviços ou discurso e, por consequência, determinar o sucesso ou o fracasso das ações de comunicação empreendidas.
Porém, apesar do peso e da importância da boa imagem empresarial, hoje, em pleno século 21, uma das grandes dificuldades das instituições e mesmo as áreas de comunicação é conferir esta imagem pública. Bem poucas companhias sabem identificar as características e o alcance de sua imagem, projetada no público. Paradoxalmente, isto não impede que altos investimentos sejam aplicados em projetos de comunicação, sem prévia avaliação da receptividade pública e o potencial de retorno.
[1] SILVEIRA, A. C. M. Representações midiáticas e produção de sentido. A identidade gaúcha em questão
Ferramenta ágil e de baixo custo
Poucos sabem que o diagnóstico da imagem pública das empresas/pessoas públicas/produtos está disponível para todos, diariamente, nas noticias veiculadas nas quatro mídias (impressa, Internet, rádio e TV). Porém, este noticiário não recebe o tratamento adequado e as informações publicadas são percebidas individualmente, como peças de um quebra-cabeça que, se observadas em separado, não dão ideia do quadro a ser formado quando reunidas em uma peça única.
Neste ponto é que entra a Análise de Mídia, ou seja, a análise do material jornalístico veiculado na imprensa. Com base em um clipping, a coletânea notícias publicadas sobre a empresa, pessoa ou produto, o trabalho de análise inicialmente afere o espaço ocupado pelo cliente pela medida oficial de cada mídia. Assim, são usados centímetros colunares (cm/col) na mídia impressa, centímetros quadrados (cm²) na Web e tempo no rádio e na TV. Com os resultados desta mensuração inicial, torna-se possível a análise quantitativa, que vai indicar o espaço total obtido pelo cliente e o número de matérias ou notas em cada uma das mídias.
Na sequência, é feita a análise qualitativa. As matérias são classificas pelo seu conteúdo, se positivo ou adverso, sob a ótica do público, com relação ao cliente em questão. Se o texto relata fatos ou situações que possam ser entendidos como positivos para o cliente, ou que gerem um ambiente favorável, ela será positiva. Porém, se a notícia relata algo que desagrade o público ou ainda que remeta a algum ambiente adverso, a notícia transfere para o cliente inserido na matéria o aspecto desfavorável da notícia.
A seleção de textos ainda é classificada pelos veículos de cada mídia. Neste cenário, os veículos são relacionados de acordo com a tiragem, dia da publicação – para checagem da circulação – e localização na edição. Na mídia impressa, por exemplo, notas de colunas especializadas, chamadas de primeira página, capas de cadernos, artigos, cartas do leitor etc., têm peso maior uma vez que estas áreas/seções têm um maior índice de leitores. Uma nota em coluna especializada de um grande jornal, por exemplo, é mais produtiva para o cliente do que uma matéria de página inteira de um veículo de bairro. A nota em coluna, além de atingir um número inúmeras vezes maior de leitores, normalmente produz novas matérias sobre o assunto.
Resultados
Ao longo do processo são identificados também os temas que geraram a presença da empresa/pessoa/produto na imprensa. A tematização do material veiculado vai permitir avaliar qual o assunto que tem despertado maior interesse da imprensa e com qual enfoque é tratado. Paralelamente, são aferidos o Índice de Leitura, Page Views e a Audiência, que vão mostrar o alcance do material noticioso sobre o público.
Como resultado das aferições teremos números, dados reais que vão mostrar como está a exposição da empresa, pessoa ou produto na imprensa. Basta comparar, interpretar e articular estes números.
A Análise de Imagem vai resolver uma das grandes dificuldades das assessorias de imprensa e dos profissionais de Comunicação e Marketing: quantificar e qualificar os resultados obtidos na imprensa. Os dados coletados vão compor uma ferramenta de monitoração da imagem e apoio na definição de estratégias de comunicação empreendidas.
Com a Análise de Mídia também é possível identificar estratégias, projetos e planos da concorrência, para que o cliente se antecipe a esta atuação. Mas, este já será o tema do nosso próximo artigo.
Enquanto isso, aproveite para conhecer o Sistema de Análise de Mídia:
www.background.com.br, link análise de mídia.
Sobre a autora:
Jornalista com mais de 30 anos de experiência, Bette Romero Burlamaqui trabalhou na Editora Bloch, Editora Abril e TV Cultura (RTC), entre outras empresas. No jornalismo empresarial, foi assessora de imprensa da Burson-Marsteller, da primeira Secretaria de Meio Ambiente do País, em São Paulo, da Associação Brasileira da Indústria Farmacêutica – Abifarma, da Bolsa do Rio (BVRJ), onde coordenou os leilões de privatização, e da Companhia Brasileira de Trens Urbanos (CBTU).
Diretora da Background Maxx Comunicação, empresa especializada no diagnóstico da imagem pública das empresas e instituições, desenvolve trabalho no planejamento de ações de comunicação (pelo qual recebeu o prêmio Mérito Cerimonialista, em 2000), análise de oportunidades, avaliação de esforços com visibilidade da mídia e Análise da Concorrência.
Na área acadêmica, é mestre em Educação e professora de pós graduação em Comunicação Corporativa. Paralelamente, é diretora-executiva do Clube de Comunicação.
Bette Romero Burlamaqui;
better@background.com.br
Tels.: (21) 2244.0008/2543.4056/ 8123.5032
Skype: background.maxx – Twitter: @backgroundmaxx
Orkut, Linkedin, Facebook e Plaxo: Background Maxx Comunicação
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Mais do que lhe dar parabéns, eu agradeço pelo seu texto excelente e esclarecedor.
Aguardando ansiosamente o próximo artigo,
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Bjs,
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Mas eu preciso de tempo e fôlego. mas já começamos a fazer onovo layout.
bjs,
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