Playbook replay
Coverage tone and framing read
Classifies every piece of coverage as positive, neutral, or sceptical, and finds the sentence doing the damage.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
Sentiment on press coverage is not the same as sentiment on social. What matters is not whether the words are warm, it is whether a reader finishes the piece more or less likely to buy.
Reading headline and lede together, because a neutral headline over a sceptical lede is the most common shape and scoring on headlines alone misses it.
4 positive, 14 neutral, 1 sceptical.
| Framing | Count | Typical shape |
|---|---|---|
| Positive | 4 | Leads with the innovation, quotes the founder |
| Neutral | 14 | Reports the facts, no evaluative language |
| Sceptical | 1 | Questions whether the pricing holds |
That looks like a good result and mostly is. But the 14 neutral pieces are 8 wire syndications and 6 short trade round-ups, so "neutral" here mostly means "nobody engaged with it", not "weighed it and shrugged".
Of the 11 pieces a journalist actually wrote: 4 positive, 6 neutral, 1 sceptical.
The positive four all quote the same line. "The bottle is the part you keep." It is the only sentence from the release that appears verbatim in more than two pieces. Whatever else the next release does, it needs one line built like that one.
The sceptical piece, and why it is the useful one.
Headline is neutral. The lede is not: it opens by noting that the refill price is introductory and asks what happens at renewal. Nothing in it is unfair, and it is the only piece that engaged with the offer rather than reprinting it.
Two things follow.
The question it asks is one you will be asked again, so it is worth having a written answer before the next cycle rather than during it.
It is also the piece most likely to be cited later, because it is the only one with an argument in it. Neutral coverage does not get quoted. Sceptical coverage does.
One limit. This is headline and lede classification, not full-text sentiment. A piece that turns in paragraph nine reads as neutral here. For the 11 original articles that risk is small, since I read each lede, but I have not read all 19 in full.
Naise created an artifact
Framing per article with the syndication effect stripped out, plus the one line that got quoted.
Framing
| Framing | All 19 | Original 11 only |
|---|---|---|
| Positive | 4 | 4 |
| Neutral | 14 | 6 |
| Sceptical | 1 | 1 |
"Neutral" mostly means wire syndication, not a considered shrug.
The line that travelled
"The bottle is the part you keep." The only release sentence quoted verbatim in more than two pieces.
Limit: headline and lede classification, not full-text sentiment.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
Run this playbook free