Answer to Question #239437 in Management for Kay

Question

As a public relations practitioner, you can conduct research by scanning the media. The broad research approach of message analysis consists of content analysis. Media monitoring or media scanning is the activity of monitoring the output of the print, online and broadcast media. You can use content analysis to examine the writings of others, such as press or media coverage, to answer two basic questions: How much coverage did your employer get, and what kind of coverage did your employer get? (Newsom & Haynes 2015).

2.1 Using South African Airways (SAA) as an organisation of your choice, conduct media monitoring or scanning for the organisation.

Elect five news stories on the organisation (SAA) and indicate their source (the media organisation concerned), the title of the story, the date of publication, and whether the story is positive or negative.

Answer 1

SAA needs an upgraded fleet to compete outside Africa, interim CEO says. Fin24. 16th September 2021. This is a positive story.

SAA is set to resume flights. CGTN. 16th September 2021. Positive story.

April could be a month with almost zero flights due to coronavirus. Independent. March 24th, 2020. Negative story.

SAA administration suspends all operations until funding is found. Reuters. September 29th, 2020. Negative story.

SAA was back in the skies on September 23rd. Aviation 24. 25th August 2021. Positive story.