Muck Rack automatically analyzes articles that are added to Coverage Reports and assigns a sentiment of positive, negative or neutral to each article. The sentiment assigned to an article is based on scoring applied to the words in the headline and content of the article. Scores applied to the content of an article are compiled, analyzed for special cases, like when an author has used negation, superlatives or idioms. 

Learn more about editing article sentiment here and including and excluding sentiment from your reports here.

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