MI® is a parameter developed by Medialogia for qualitative analysis of PR campaigns.
The index is compiled automatically based on linguistic analysis technology and relying on a method developed by Medialogia in collaboration with mathematicians, mass media analysts and public relations professionals.
The MI® is determined for each object (company, person or brand) in each media report.
The index vary from -1,000 to +1,000 for each object in a message depending on the coverage tone. When the MI® is analyzed for a specified period of time, all indices are summed up for all the mesages that mention the object. The higher the MI, the more prominent and positive media coverage the object has.
The MI® formula has three key elements:
1. Citation rate
This is a basic qualitative parameter that is based on the number of links to media coverage and the influence of the citied resources, without self-citation.
2. Positive | Negative
This is a qualitative parameter that defines the tone of a message for each object in the message. It also shows the media report's value based on the following parameters: а) the object's main or episodic role, b) direct speech or quote presence, с) illustrations presence, d) expressive headline presence.
3. Ad value and media circulation
This cumulative parameter is based on the message "cost" depending on the page placement, size of the message, and the publication's circulation volume.
The MI® is a registered trademark of Medialogia.