Through media analysis, favourability / sentiment is determined according to four polarities; neutral, positive, negative and mixed. This is rated according to how the client and its competitors are portrayed in the media.
Positive: Positive sentiment is assigned to articles that portray the client favourably.
Negative: Negative media mentions are assigned to content that portray the client unfavourably.
Neutral: Clients with neutral sentiment are simply mentioned, with no effect on its reputation.
Mixed: An article with mixed sentiments is one that includes both positive and negative elements. This includes negative reviews of the brand, wherein the client has responded to mitigate the situation.
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