Brands/Products
Why Analyzing Media Sentiment by Frequency is Holding You Back
By Philip Odiakose
As someone who has spent over 15 years working directly with public relations measurement and intelligence and more than a decade helping brands make sense of their media performance, I can say with confidence (and a touch of media analysis fatigue) that not all PR metrics are doing what we think they are doing. And when it comes to sentiment analysis, many of us have been led by tradition, not truth. In my constant pursuit to help PR and comms professionals access metrics rooted in objectivity and research, I had to take a deeper look into how sentiment is currently being measured. After spending time digging into the methodology, analysing patterns, and comparing outcomes, it became clear: sentiment analysis by frequency has overstayed its welcome.
“Too often, we focus on counting sentiment rather than weighing it — frequency tells us how much, but deeper analysis tells us how much it matters.”
For too long, we have boxed sentiment into just three labels — positive, negative, and neutral — and then celebrated (or panicked) based on how large each segment appears. If a brand has 60% positive sentiment, someone somewhere is already serving small chops and cutting cake. But ask the hard question: what does that 60% actually mean? Does it carry weight? Is it impactful? Is it meaningful? I recall being in a strategy session where an agency CEO saw a 60% positive sentiment report and asked, “So… should I be excited or worried?” And truthfully, the data didn’t answer that. In another situation, a client saw 35% negative sentiment and wanted to escalate to crisis mode. Again, I had to ask, what kind of negative are we talking about?
“When it comes to sentiment analysis, it’s not enough to know the quantity of sentiment; you need to understand the intensity and quality of that sentiment. Without that, data can lead you astray.”
You see, frequency analysis doesn’t tell you intensity. It doesn’t ask, how positive is this positivity? Or how damaging is this negativity? In reality, a comment like “The brand dey try sha” (Nigerian slang for “they are doing okay”) and another saying “This brand saved my life!” are both tagged as positive but are clearly worlds apart in tone and impact. That is where the problem lies — we have focused too much on counting sentiment without weighing it.
Research provides a more meaningful approach. The empirical formula I recommend is:
Sentiment Score (StSc) = (Number of Positive Mentions – Number of Negative Mentions) / Total Number of Mentions
This gives us a normalized sentiment index between -1 and +1, where 0 is neutral, and the extremes show very strong positivity or negativity. So if a brand has 3 positive and 2 negative mentions out of 10 total, the score becomes (3 – 2)/10 = 0.1 — slightly positive. But if it is 8 positive and 1 negative, the score is 0.7 — that is significant. Now compare that to simply saying “80% positive,” and you see why frequency alone is not enough. The difference is in the depth of interpretation. This formula still isn’t widely used across the media intelligence space, but one company that’s already ahead of the curve is Truescope (North America) — where my friend and industry expert, Todd Murphy, serves as President of North America.
“Objective metrics that account for sentiment weight and distribution are what truly empower PR strategies. It’s not about having more positive mentions — it’s about understanding the level of positivity and negativity and its true impact on brand perception.”
To fix this gap in analysis, we have developed the Future-Proof Sentiment Score Framework – A P+ Measurement Services Proprietary Sentiment Score Framework. This includes a more advanced Sentiment Weight Score and Distribution Matrix, which doesn’t stop at “positive/negative/neutral,” but goes further to classify sentiment into strongly, moderately, and slightly — for both positives and negatives. This matrix brings clarity to brands and communications teams. It helps you know when to celebrate, when to adjust, and when to truly raise the red flag. Starting from Q2 2025, all clients of P+ Measurement Services will have access to this upgraded sentiment analysis dashboard, alongside a dedicated dashboard that tracks the media performance of competitive CEOs. And I can say with confidence — it changes the game.
“Let’s stop being impressed by pie charts that look shiny but don’t provide actionable insight. Understanding the meaning behind sentiment and the true impact on your brand is what matters.”
I will give you a practical example. A multinational brand we monitored recently saw 35% negative sentiment and was ready to call a crisis meeting. But our deeper analysis showed 80% of that negativity was slightly negative—things like delayed customer service or pricing feedback. Meanwhile, their strongly positive mentions were increasing daily, driven by user experience reviews. Instead of reacting emotionally, the brand realigned calmly. No panic, just action. That is the power of context.
So, let us stop being impressed by shiny pie charts. Let us stop reporting frequency without understanding what it means. A sentiment report that doesn’t answer so what? and what next? is simply not useful. This is why I always say: vanity metrics may look nice in a report, but they can’t guide strategy. Objective, research-backed metrics can.
“Vanity metrics can’t guide strategy. Only research-backed, objective metrics help you turn insights into action.”
At the end of the day, this isn’t just about a better dashboard. It is about moving our industry forward. For those interested in the technical side, I am happy to share more about lexicon-based sentiment scoring and resources like the Harvard General Inquirer—empirical research that goes beyond assumptions and digs into real language science. But even without the jargon, the message is simple: frequency tells you how much, but only deeper analysis tells you how much it matters.
Philip Odiakose is a leader and advocate of public relations monitoring, measurement, evaluation and intelligence in Africa. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMCRON, ACIOM and Founding Member of AMEC Lab Initiative
By Aduragbemi Omiyale
Gift items worth millions of Naira were dolled out to customers by NASCON Allied Industries Plc, otherwise known as Dangote Salt.
The company splashed trucks and cash credits to 50 outstanding customers at its 2025 Customers Dinner and Awards Night in Abuja on Thursday.
One of the beneficiaries, Mr Ali Balarabe, who got a 20-ton truck and cash credit, expressed appreciation for the recognition, noting that it reflects the company’s commitment to excellence.
Mr Balarabe further pledged to sustain his loyalty and continued support, promising to remain a steadfast and devoted customer in the years ahead.
Other customers who received truckload awards and cash credits included Mr Ibrahim Achida, Muabsa Integrated Services, Fanisau Enterprises, Idris Saleh Nigeria Limited, Sani Adamu Trader, and GIA Global Concept, among others.
The president of Dangote Group, Mr Aliko Dangote, in his remarks, thanked consumers for their loyalty, and also commended the company’s board, management and staff for their unwavering dedication, professionalism, and consistent contributions to the organisation’s growth and sustained market leadership.
“Recognising customers is not just good relationship management – it is good business. It sends a clear message to our people that customer service is truly one of our core values.
“Looking ahead, we will continue to invest in brand equity, supply chain efficiency, sustainability, and digital capabilities. But these investments only create value when they are aligned with customer realities. Your continued engagement and feedback remain critical,” he said.
In his speech, the chairman of NASCON Allied Industries, Mr Olakunle Alake, said, “As a quoted company, we are accountable to shareholders, regulators and the investing public. But the confidence of the market is ultimately rooted in the performance, and market performance depends on customers who believe in our brands.”
The Managing Director of the firm, Aderemi Saka, stated that the central message of the awards night was to celebrate and appreciate the company’s customers, noting that the organisation’s success is closely tied to the growth and prosperity of its customers.
By Modupe Gbadeyanka
Lagos-based strategic communications firm, IVI PR, has called for registration for its exclusive masterclass designed specifically for the modern PR professional known as IviTrybeSage.
A statement from the company said registration would remain open until capacity is reached. Given the exclusive nature of the IviTrybeSage programme, spaces are strictly limited to ensure an intimate, high-impact learning environment.
Interested professionals can secure their spot by completing the form via https://forms.gle/sqvTe1sNM4ure8iJ7.
Business Post gathered that the curriculum will cover brand personality and storytelling, public relations strategy, media relations, crisis management, social media and digital PR, influencer marketing, and more.
Participants will learn how to move beyond traditional press releases into the realm of strategic influence and creative storytelling, transitioning from foundational PR tactics towards the sophisticated demands of today’s global market.
IviTrybeSage is open to fresh graduates seeking the skills necessary for an upward trajectory in strategic communications, as well as entry-to-senior level PR and marketing practitioners, corporate communications executives, and ambitious agency leads.
In an era where the media landscape shifts daily, IviTrybeSage serves as a bridge between academic theory and real-world PR and communication demands. The programme focuses on providing practical, cutting-edge skills to create a pipeline of highly competent talent.
The PR industry is a dynamic field defined by rapid digital transformation and shifting audience behaviour. For PR practitioners to transition from mere messengers to high-value strategic partners, continuous skill acquisition is imperative.
Today’s practitioners must master a diverse toolkit that includes data and trend analysis, crisis management in the age of ‘cancel culture’, and strategic storytelling.
By proactively sharpening these skills, PR professionals ensure they can navigate complex algorithmic changes and evolving social trends, allowing them to protect brand reputations with precision and command a well-earned seat at the executive table.
The chief executive of IVI PR, Mr Nosa Iyamu, while commenting on the initiative, said, “In an era of noise, it is imperative that clarity is prioritised through strategic communication. The industry is evolving at breakneck speed.
“IviTrybeSage isn’t just a training session; it’s a community for those ready to lead the conversation rather than just follow it. It is for those who want to understand how to drive clarity rather than join the bandwagon of those who merely sell noise.”
By Adedapo Adesanya
Wimbart, an award-winning Public Relations agency specialising in business and technology sectors across Africa and emerging markets, has launched a subsidiary called Wimbart Lite, designed specifically for pre-seed and early-stage startups that have raised under $1 million.
To lead the new division, the agency has appointed Ms Maria Adediran, Associate Director and founding team member, as Head of Wimbart Lite.
Launched in 2015, Wimbart has built a strong track record across African markets, including Nigeria, Kenya, South Africa, and Egypt, specifically helping companies navigate the continent’s most complex news cycles.
As the African tech ecosystem continues to mature, competition for attention has become increasingly intense. In this environment, clear and consistent communication across online, broadcast, and print media is no longer a luxury for startups but a business necessity.
Wimbart Lite responds to this need by bridging the communications gap for early-stage companies. It provides focused, fast-turnaround support for startup teams, venture capital portfolios, and global partners seeking credible, well-positioned storytelling that cuts through a crowded media landscape.
Specifically curated for African companies that have raised under $1 million, Wimbart Lite adopts a service-led, menu-based approach built around three core strategic routes. Each route is designed to meet the communications needs of early-stage businesses as they scale visibility, credibility, and investor confidence.
The milestone announcement pack focuses on press releases and strategic media outreach to support key moments such as product launches, partnerships, and major company updates. This ensures that important developments are clearly articulated and positioned to reach relevant audiences.
The founder profile pack centres on thought leadership, using op-eds and interview pitching to amplify leadership voices. It helps founders articulate their vision, share category insights, and establish authority within their industries.
The fundraising pack delivers coordinated funding communications tailored to early-stage rounds and venture capital portfolios. It supports clear, consistent messaging during fundraising activities and includes a 15 per cent discount for portfolio companies.
Speaking on this, the chief executive of Wimbart, Ms Jessica Hope, said, “Wimbart was built in the trenches with African tech founders – before the market had fully caught up with their vision. Wimbart Lite has been in development for some time, as a service for early-stage companies who may not require full-blown month-on-month public relations support, but do need to get a news story “out there”.
“Maria is Wimbart’s day one and has grown with the company, and with dozens of African tech start-ups over the past decade; she understands exactly how to turn a good story into something that actually travels.”
With over a decade of experience across consumer and corporate PR, Ms Adediran has led multi-market campaigns for VCs and high-growth companies from early-stage to unicorn, including Andela, M-KOPA, TLcom, and Kobo360. As Head of Wimbart Lite, she will set the division’s vision and lead its growth, overseeing new business and delivery standards.
The new Head of Wimbart Lite added, “I joined Wimbart at a time when African tech was still small enough that a $1M raise felt like a massive milestone for the whole ecosystem. Now that the market has matured, early-stage teams are put under the microscope much earlier. Wimbart Lite exists to turn real work and traction – early milestones, partnerships, and fundraises – into a clear, credible story the ecosystem can understand and trust.”
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