An Ottawa-based company offering automated analysis of media coverage has emerged from stealth mode.

MediaMiser, founded in 2003, provides software that allows government and business clients to track and analyze the news that's being reported about them. The software complements traditional media monitoring services, by providing details such as regional breakdowns of coverage, circulation figures and the tone of the article.

The software can analyze any printed text, including online news articles and blogs as well as transcribed television and radio reports.

The software was developed to allow public relations and communications professionals to measure their media coverage and the effectiveness of their marketing and PR campaigns. Each of MediaMiser's nine full and part-time employees has a background in public relations.

Co-founders Chris Morrison and Brett Serjeantson, along with a silent partner, built the company without venture capital funding. They quietly created the software, added staff, and landed their first major client, Labatt, without alerting potential competitors.

Mr. Morrison is vice-president of client services, while Mr. Serjeantson is chief technology officer.

"We've got the horsepower in place" to compete with potential competitors, Mr. Morrison told ottawabusinessjournal.com in a telephone interview.

MediaMiser currently has five federal government clients, including the Auditor General's Office. The Ontario Ministry of Energy is also using the service, as are Labatt, Home Depot and Air Miles.

Labatt, for example, uses the software to analyze coverage of brand launches and coverage of its key brands. It can then use the information to determine which techniques are effective and modify its marketing plans as required.

The automated analysis creates a series of graphical charts and data streams that summarize key issues, top reporters and media outlets, article type, spokesperson quotes and regional impact. MediaMiser also offers in-depth written reports, daily distribution of media clips, and content provider selection.

While most PR and communications campaigns aim to maximize a product or client's exposure, a successful PR initiative can sometimes involve keeping one's name out of the news, and the software can also provide the appropriate analysis.

Clients can subscribe to MediaMiser on a weekly, monthly or yearly basis.