Media Analysis and Monitoring
The Oak Ridge Institute for Science and Education (ORISE) uses comprehensive media analysis and monitoring tools to define media interest and the public’s perceptions of a particular issue.
ORISE’s media analysis process includes analyzing news reports combined with media outlet data, such as circulation, readership, number of viewers and listeners; recording frequency of publication and collecting quotes from subject matter experts.
To improve the overall consistency and efficiency of the process, ORISE employs tools, such as AutoINFORM (Auto Immunization News FOR Managers), that enable the monitoring of social media, email and other Web content.
On average, ORISE tracks, codes and analyzes more than 17,000 articles daily, monitoring 1,400+ news resources and 1,000+ blogs. Annually, the media analysis process has grown to more than four million articles.
Once a message has been disseminated, ORISE also evaluates the outcomes of media efforts and then benchmarks for effectiveness.
Using these tools, ORISE has partnered with the Centers for Disease Control and Prevention (CDC) and its National Center for Immunization and Respiratory Diseases since 2001 to help monitor messages, which allows the CDC to more quickly respond to the most pressing health issues. ORISE has most recently supported the CDC with media analysis concerning H1N1 influenza.