CARMA custom media analysis services are best for clients who need in-depth measurement of  messages, article tonality and other favorability factors,  journalists   and spokesperson effectiveness ,  or for clients with a clear objective on an ad-hoc project, campaign or announcement. Case studies from CARMA custom projects are available. CARMA custom reports help the client:

• Develop new messages across business lines, products or events
• Strengthen relationships with publications and journalists
• Demonstrate PR effectiveness and ROI to management
• Highlight competitive strengths and isolate competitive weaknesses
• Monitor external source commentary on the organization
• Evaluate the success of specific campaigns

We approach custom research as a consultative relationship, meeting initially with the client to determine goals and objectives, starting research and analysis, discussing initial results with the client and finally providing presentation-quality reports and additional data for use by the client.

CARMA begins by discussing the scope of work and goals of the analysis with the client. Some questions we may ask to help structure the project are:

• What is your challenge in differentiating your brand against your competitors?
• What message platform are you currently conveying to the media?
• What is your internal structure for making decisions on PR strategy? How can CARMA's timeline coincide with this structure?
• Are there upcoming special events or campaigns to be tracked in the research?
• Do you find it challenging to get press coverage in particular media? With particular journalists?

These questions help CARMA structure the media list, search criteria, research matrix and deliverables for a custom project.

CARMA's analyst team reviews articles based on the criteria determined with the client and enters indexing information into CARMA's database. For each article, CARMA records:

• Article Date
• Media Name
• Headline
• Type of Article
• Journalist (Affiliation)
• Custom Topics Determined with Client (Industry Issues, Company Divisions, etc.)
• Custom Messages Determined with Client (Positive and Negative)
• Sources Quoted (Affiliation and Bias)
• Favorability Rating

For competitive projects, all measures are taken across all companies tracked.

Once all data is recorded into the CARMA system, the analysis can begin. CARMA can cross-tabulate any fields tracked to provide detailed analysis to the client and answer specific questions about image strength and weakness.

CARMA initially presents results to the client for discussion and explanation. Depending on the client, some findings may be surprising, intuitive, intriguing or reinforcing.

CARMA's in-depth analysis is delivered through presentation quality reports to be used for strategic planning, presentation to management and internal benchmarking. Hard copy reports are delivered on an as-needed basis, and are often combined to achieve multiple goals. For example, CARMA might deliver a monthly report card of data along with a quarterly in-depth analysis.  CARMA account managers are also available for in-person meetings or presentations.

CARMA Online offers the most intuitive Web interface on the market, designed by analysts in communications measurement and client managers who understand the needs of the PR industry.   CARMA Online provides clients with an intuitive web interface for querying specific charts and tables and drilling-down into research. Through one easy Web portal, clients can:

• View interactive charts and tables based on in-depth, custom research;
• Drill-down to trends and individual article details, and
• Access data reports and written analyses produced by CARMA International analysts.

CARMA believes that you shouldn’t compromise on your target media and the coverage that is vital to your PR program, so CARMA's custom analysis is not limited to media available online. CARMA International’s global analyst teams conduct research in any country and in any language. All research is conducted in the native language and with results translated into English for easy analysis online.
CARMA International retrieves print, broadcast and online media coverage from a variety of sources to provide a complete set of data from your target media. If it’s spoken or written about you, CARMA can research it.

• Retrieval of your complete global media list;
• All research conducted in the native language; and
• A global team of analysts ready to answer questions on local top-of-mind issues and important regional media.

All media analysis data provided to clients is produced using CARMA International’s in-depth quantitative and qualitative methodology, which was developed by survey research professionals and has been evaluated and approved by academicians. The CARMA Favorability Rating and Media IQ score provide clients with objective metrics that evaluate the tone and potential impact of media coverage. CARMA uses these measures to provide detailed analysis of:

• Competitive share of voice;
• Leading issues, products and divisions;
• Strongest positive and negative messages;
• Positive and negative thought leaders and journalists; and
• Top publications.

Unlike computer software that uses keywords to determine quality, CARMA’s custom analysis is powered by human-based research that allows for a more complete and accurate understanding of your image in the media.

If you have a new campaign, topic or message to analyze, contact your CARMA project manager to have the change incorporated into your analysis. Custom analysis is extremely flexible, and most research changes can be made with no cost.