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.
Editing an article's sentiment score
If Muck Rack’s assigned sentiment score doesn’t match your own analysis of the article, you can easily edit the sentiment assigned to be reflected in your Coverage Report for an individual article or in bulk.
Click the Articles tab in your Coverage Report
Select the checkbox(es) icon to the left of the article(s) you’d like to edit
Choose a new sentiment score from the dropdown
Editing the sentiment of an article in one Coverage Report will not impact the sentiment of the article in your other Coverage Reports. That way, if an article mentions different clients, campaigns or key people you can adjust the sentiment for the article in each Coverage Report as desired.
Show or hide Sentiment within your Coverage Reports
Don’t want to see Sentiment in your Coverage Reports and exports? You can easily show or hide the sentiment analysis in your Coverage Report by following the steps below.
Navigate to the Articles tab of your Coverage Report
Click Edit Columns at the top-left of the page
From the list of metrics, click on ARTICLE DATA and toggle Sentiment on or off
Once this is toggled ‘ON’, Sentiment will appear in the Articles tab of your Coverage Report, Presentations made with that report, and your Excel and PDF exports for that report.
What technology does Muck Rack use to determine Sentiment?
Muck Rack uses Natural Language Toolkit, an open-source natural language processing library, to calculate article sentiment.