Sentiment Reports
Muck Rack automatically analyzes articles added to Coverage Reports and assigns a positive, negative, or neutral sentiment 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 and analyzed for special cases, like when an author has used negation, superlatives, or idioms.
How Muck Rack Calculates Sentiment
Muck Rack uses Natural Language Toolkit, an open-source natural language processing library, to calculate article sentiment. When an article is added to a Coverage Report, we parse the text of that article and assign a score to each word in the article based on its polarity and perceived strength ("terrible" is stronger than "bad").
The scores of each word are then combined to derive the overall score for the article. The overall score is a numeral to which we assign the positive, negative, or neutral sentiment label.
Where Sentiment Appears Within Muck Rack
Sentiment data is available in several places within Muck Rack, including:
Location | Preview |
Coverage Reports | |
Dashboards
| |
Who Shared My Link? Reports
| |
Alert Digest Emails
| |
Coverage Comparisons | |
Newsletters |
Editing a Sentiment Score
If Muck Rack’s assigned sentiment score doesn’t match your own article analysis, you can easily edit the sentiment assigned to be reflected in your Coverage Report for an individual article or in bulk.
Go to a Coverage Report and select the Articles tab.
Select the checkbox icon to the left of the article(s) you want to edit, then select Edit from the action bar that appears.
Choose a new sentiment score from the dropdown menu, then select Save to apply the change to the selected articles.
NOTE: 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.
However, this sentiment will be reflected in any Dashboard widgets where the Coverage Report is used as a data source.
Get Help
For additional help, contact support by choosing the chat icon in the bottom right-hand corner of the screen and selecting Messages > Send us a message.
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