During the pandemic, many science companies have been in the news. Both with proactively obtained coverage (for example, here Thermo Fisher issued a press release that was picked up by a publication) as well as organic (this article includes Thermo Fisher as part of a story that features multiple brands). How does a company evaluate the impact of this media attention? How do you determine if one story is better than another? Media analysis enables you to understand what the media is saying about you. It can also be used as a barometer for your reputation with the general public.
Understanding the objectives of a good PR and communications strategy is fundamental to evaluating its effectiveness. You need to know why you are spending money to understand what impact it is having.
Typically, companies are using PR and communications during a crisis like the pandemic to communicate key messages, and to build reputation and trust.