Turn 3 · Media audit report
A4 · six pages · the deliverable a monitoring retainer produces. Sample client and figures throughout.
4a
Cover
Media presence & effectiveness audit · Confidential
Prepared for Kabira Energy Uganda Ltd
How you were covered, and whether it worked.
A six-month audit of Kabira Energy's media presence across 42 Ugandan outlets — volume, share of voice, sentiment, message penetration and spokesperson visibility — with the four changes we would make next quarter.
Period
Mar – Aug 2026
Items coded
1,284
Issued
11 September 2026
4b
Executive summary
What the six months say
Kabira Energy was mentioned 1,284 times across 42 monitored outlets. Volume is healthy and rising, but three quarters of it is reactive — the company appears because a regulator, a competitor or a community group put it there. Only 19% of coverage carried a Kabira spokesperson, and only 31% carried one of the four messages the company set out to land.
1,284
Items coded across print, broadcast, online and social
34%
Share of voice against four named competitors
19%
Of items quoted a Kabira spokesperson
−6 pts
Net sentiment change against the previous period
61%
Neutral
Sentiment
Neutral61%
Positive17%
Negative22%
34%
Kabira
Share of voice
Kabira Energy34%
Competitor A23%
Competitor B19%
Competitor C14%
Others10%
31%
On message
Message penetration
Carried a key message31%
Carried none69%
Four findings
01
You are covered reactively. 76% of items originate outside the company. Volume is not the problem; authorship is.
02
One spokesperson carries everything. 71% of quoted items name the same executive. Bench depth is a risk in a crisis.
03
Tariffs dominate the frame. The community-investment message reached 7% of items despite the largest spend behind it.
04
Online outpaces print 3:1. Budget and approvals are still weighted to print. The mix is a quarter behind the audience.
4c
How we do it — the process
The process, in six steps
Every audit runs the same route. Steps one to three are mechanical and auditable; four to six are where judgement enters, and every judgement in this report is traceable to a coded item.
1
Brief
Agree the four messages, the competitor set and the outlets that matter.
2
Capture
42 outlets swept daily — print, radio, TV, online and social.
3
Code
Each item tagged for outlet, tier, prominence, spokesperson and message.
4
Score
Sentiment and quality weighted by reach to give one effectiveness index.
5
Benchmark
Against the competitor set and against your own previous period.
6
Recommend
Four changes, each with an owner, a date and a measure.
What gets coded on every item
Outlet & tier1 – 3
ProminenceLead · body · mention
Sentiment−2 to +2
Spokesperson quotedNamed · none
Messages carriedM1 – M4
OriginProactive · reactive
Visual presencePhoto · logo · none
The effectiveness index
One number, out of 100, so the board can read the quarter at a glance. It is the reach-weighted sum of four components, each scored independently:
Reach & volume30 pts
Message penetration30 pts
Sentiment quality25 pts
Spokesperson visibility15 pts
4d
Coverage analysis
Volume, mix and tone
Items per month, and the events behind them
148
176
312
214
201
233
Mar
Apr
May
Jun
Jul
Aug
May's spike is the tariff hearing — 312 items in one month, 68% of them negative. It is the single event that moved the period's net sentiment.
Channel mix
47%
Online
Online47%
Radio24%
Print16%
TV13%
Origin of coverage
76%
Reactive
Reactive76%
Proactive24%
Sentiment by month
Mar
Apr
May
Jun
Jul
Aug
Positive
Neutral
Negative
4e
Messages & spokespeople
Did the message land?
Message penetration against spend
M3 carries 41% of the communications spend and reaches 7% of coverage. That is the single clearest misallocation in the period.
| Message | Items | Penetration | Spend share |
|---|---|---|---|
| M1 · Reliable supply "Uptime above 99% in the central grid" |
214 | 22% | |
| M2 · Fair tariffs "Below the regional average per unit" |
126 | 18% | |
| M3 · Community investment "Shs 4bn into district programmes" |
29 | 41% | |
| M4 · Clean transition "Half of new capacity renewable by 2030" |
78 | 19% |
Spokesperson visibility
71%
One voice
Managing Director71%
Head of Ops15%
Comms lead9%
Others5%
Effectiveness index
58
of 100
Up from 54 in the previous period, held back by May.
Competitor set average: 61.
Top outlets by volume
Daily Monitor
187
New Vision
158
theKampalaReport.com
129
NBS Television
111
Radio One
92
Others (37 outlets)
607
4f
Recommendations
Four changes for next quarter
Each has an owner, a date and the number we will report against it in the next audit. Nothing here needs new budget — three of the four are reallocations.
01
Move the community story out of adverts and into reporting
Shift a third of the M3 spend from display into site visits, district data and photography that a journalist can actually file on.
OwnerComms lead · KR Media
MeasureM3 to 20% of items
02
Train and deploy three more spokespeople
Operations, sustainability and regional leads, each with two owned topics. Half-day media training and a simulated tariff hearing.
OwnerHR & KR Media
MeasureMD share below 50%
03
Rebalance the mix towards online and radio
Online carries 47% of coverage on 16% of the effort. Radio reaches the districts where the tariff story hurts most.
OwnerMarketing
MeasureProactive to 40%
04
Pre-write the next tariff hearing
Holding statements, a Q&A and three data sheets approved before the date, not on the day. May cost six points of the index.
OwnerKR Media duty desk
MeasureNegative below 25%
Sep
Training booked · M3 spend reallocated
Oct
Three spokespeople live · district visits run
Nov
Hearing pack approved · mix rebalanced
Dec
Next audit issued · index re-scored
Questions on this report
KR Media Limited
Suite 206, Kirabo Complex, Bukoto–Kisaasi Road
P.O. Box 106009, Kampala, Uganda