Sentiment Reports

How Muck Rack determines sentiment and how to engage with sentiment reports

Nick Lemen avatar
Written by Nick Lemen
Updated over a week ago

Article Contents:

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.

📌 NOTE: 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.


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.

(Select the "Step-by-Step Instructions" dropdown to learn more)

Step-by-Step Instructions

1. Go to Coverage Reports. Select a Coverage Reports > Articles

2. Select the checkbox(es) icon to the left of the article(s) you want to edit

3. Select Edit

4. 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.


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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