Corporate communications, crisis handling, influencer relations and what PR measurement actually proves.
4 articles
Legal counsel optimises for what can be proved in court. Communications optimises for what can be believed. A company that has not resolved that tension in advance issues a statement satisfying neither.
A journalist can say no and owes you nothing. A creator has signed a contract. Everything about how you brief, negotiate and measure follows from that one difference.
An aggregate sentiment score answers no decision anyone has to make. It is reported because it is easy to produce, and it survives because nobody checks it against what the coverage actually said.
The coverage that matters is not the article about you. It is the article about your category that names you without anyone asking. Everything else is a step towards that or a distraction from it.