The premise of sentiment analysis is quite simple. By examining people’s attitudes - positive or negative - organisations and PR consultancies can help deliver more effective communication strategies.

Historically this process was achieved through well established market research techniques. However, the speed and ubiquity of digital channels has changed the game in terms of how companies can best analyse consumer sentiment.

Technology in the shape of automated sentiment analysis tools are now emerging into the mainstream. This webinar will provide practical demonstrations and insights into a range of free and paid for sentiment analysis tools that can provide today’s PR professional with more effective insight into their target audiences.