Media quality index

Additions, clarifications, extended definition

MQI is based on Katie Paine's methodology. The organisation sets weights for the individual criteria (e.g. media relevance, sentiment, key messages, article visibility, reach/OTS, engagement). Each media output is given a points score and the resulting scores are averaged.

The media quality index is also a transitional metric on the boundary between outputs and audience reaction. The key to setting it up correctly is understanding which factors in media outputs have the greatest impact on a positive audience reaction.

Here is an example of how MQI can be set up (table):

Criterion Recommended weight Description

Media relevance 25% How close the outlet is to the target audience; the outlet's strategic importance.

Key messages 20% Does the article contain the defined key messages?

Sentiment/tone 15% Positive/neutral/negative tone.

Reach/OTS 15% Potential reach based on readership, viewership, or traffic.

Visibility/placement 15% Is the message in the headline or lead, accompanied by a visual or a quote?

Engagement/shares 10% Interactions on online platforms, shares, comments.

Interpretation

A higher MQI means the outputs are of high quality (they contain the key messages, have a positive tone, come from relevant media, and achieve good reach). A low MQI may indicate that while there is a large volume of mentions, their value is limited (e.g. negative sentiment, low reach, no key messages).

MQI lets us track whether we are maintaining the quality of media outputs and communicating the desired messages. In more advanced analysis, we can assess the effectiveness of PR activities relative to the resources invested and their resulting relevance in terms of quality.

Watch out: limits and risks of distortion

• Subjectivity in scoring (e.g. relevance, visibility).
• Time-consuming when scored manually.
• The criteria weights must be adapted to the organisation's objectives.
• Automation (AI/NLP) may not always capture nuances (irony, context).

Where and how to measure

• Manual content analysis.
• Custom scoring tables/dashboards.
• Defining an "ideal output" as a benchmark.

Context

MQI links the quantitative and qualitative dimensions of media metrics. It is well suited to campaign benchmarking and tracking trends over time. It reflects quality, not just volume.