Using Monitoring and Evaluation ◾ 223
and electronic media stories about key issues. is will let you know if your key
messages are making it to your public through the media. Generally, we can code
stories for three distinct dimensions of tone:
1. Positive stories use adjectives that are supportive of the project or person in
question.
2. Neutral stories are basic facts about the project or person in question with no
slant or attempt to sway the reader or viewer.
3. Negative stories place the organization or person in a negative light. ese
types of stories create doubt, raise questions, and cause distrust in readers and
viewers. ey may contain errors or use quotes or data out of context. ese
are the stories that need the public a