Which metric indicates tone of coverage?

• A. Tone of coverage (positive, negative, neutral)
• B. Share of voice
• C. Percent of stories that mention key messages
• D. Analysis of audiences and influencers

Answer: (A)

Tone of coverage shows how reporters describe your organization in their coverage, specifically whether the coverage is positive, negative, or neutral. This directly captures sentiment in the media, making it the best match for indicating tone.

Other metrics ask about different aspects: share of voice measures how much coverage you have relative to others (volume and visibility), not sentiment; percent of stories that mention key messages checks how often your core messages appear (messaging reach), not tone; and analysis of audiences and influencers looks at who reads and who influences the coverage (audience dynamics), not the sentiment conveyed in the articles.