Univeral Amplifier

Universal Amplifier

Amplifying the topics that power today's PR professional

PR Measures that Matter: Sentiment

This week is focused on North America, as it relates to Measurement Month around the World. Universal Information Services is participating in an awareness and education campaign organized by AMEC, the International Association for Measurement and Evaluation of Communication. These events are sponsored by membership companies and work to better educate public relations professionals on reliable methodologies for measuring PR and media.

Each day this week Universal will spotlight a specific metric. Since there are dozens of meaningful metrics an organization can measure, mostly determined by their goals and anticipated outcomes, we will focus on only five key metrics. Five days, five metrics.


Sentiment Analysis: Identifying and categorizing opinions expressed in a piece of text or story, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc., is positive, negative, or neutral.

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