"We're excited about this opportunity to move beyond just positive and negative. Emotion we know can predict purchase intent, customer churn and crisis velocity. If you only track how much people are talking in broad positive or negative categories, you may miss how strongly they feel and how fast that feeling is spreading."
"The metrics that matter for sentiment: Velocity is the speed of change. Are negative comments doubling in 20 minutes? Intensity measures emotional strength. Are people mildly annoyed or openly angry? Volume is the total number of mentions."
Traditional PR monitoring tools categorize sentiment into three basic buckets: positive, neutral, and negative. This approach is insufficient for modern PR strategy. Organizations need to shift focus from simple sentiment analysis to strategic emotional intelligence. Deeper emotional signals—joy, anger, fear, and trust—provide critical insights because emotion directly influences business outcomes. Three key metrics drive this analysis: velocity measures the speed of sentiment change, intensity gauges emotional strength, and volume tracks total mentions. By monitoring these dimensions, PR teams can detect how strongly audiences feel and how rapidly those feelings spread, enabling more effective crisis management and strategic decision-making.
Read at PR Daily
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