Abstract
Communication practitioners often seek fast quantitative and qualitative analysis of the information campaign outcomes in the media space. Such analysis is required by PR departments of commercial brands, by political technologists, and by experts in information wars and ideology.
 A new approach for the analysis of information campaign outcomes is introduced in this paper. Using PR messages as a category for analysis of media coverage of information campaigns provides a framework for credible efficiency evaluation, as well as for the deep analysis of the factors contributing to achievements or failures. This method allows the campaign organizers to understand what message it is better to disseminate in the media. In other words, through the messages of what kind the opinion of the campaign initiator or their opponents is conveyed to the media audience more effectively.
 We consider a message to be a judgment in which an object or predicate relates to the substance of the information campaign. Using it as a category for analysis and several types of the message as subcategories of analysis allows us to combine qualitative and quantitative approaches and, at the same time, avoid many restrictions of content analysis, discourse analysis, and narrative analysis.
 We show how the method works on the example of the failed information campaign that promoted a lobbyist and populist bill in the Ukrainian parliament. We showed that only our method could explain the reasons for its failure and provide the best way to improve the communication.
Highlights
In the era of information warfare, PR communication practitioners are constantly dealing with the increasingly complicated structure of information campaigns
The proposed methodology was tested on the several hundred information campaigns studied during five-year work by the analytical department of the Center for the Content Analysis, including campaigns of commercial brands, communications in the internal Ukrainian political space, and communication cases within the framework of the UkraineRussian information war
In the context of increasing complexity and speed up processes of the social information exchange, the use of PR message as an analysis category opens up significant opportunities for a researcher of PR communication and propaganda to identify the patterns for information campaign development, allows determining favorable and unfavorable circumstances for campaign development and adjusting campaign plans promptly
Summary
In the era of information warfare, PR communication practitioners are constantly dealing with the increasingly complicated structure of information campaigns. They have to respond to communication challenges faster, take quicker decisions on improving the campaign plan, having considered the opponents’ actions and changes in the external information background. This task is urgent both for PRs of commercial brands and parties to the political process and for the strategic communication of countries, in particular, in the context of information aggression. The above trends make the efficiency analysis of communication campaigns more complicated as well. This fact underpins the relevance of the study
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