The workhorse comms deliverable, produced in minutes. The Monthly Report is the historical record of your media month and the foundation for board updates, agency check-ins and team retrospectives.
What it does
The Monthly Report is the document that becomes the official account of how the brand was covered over 30 days. It is built around a simple structural test: a board member should be able to read only the executive summary and the sentiment section and come away with an accurate picture. Thirty days is a large enough sample to do something the weekly cannot, which is to break sentiment down by topic and by source and have the result mean something. So the report does not just say what happened. It explains where reputation moved and why.
The questions it answers
- What was the dominant story of the month, and how did our headline metrics move against the previous 30 days?
- Which days spiked, and which specific events drove them?
- Is our sentiment being pulled up or down by particular topics, sources or outlet tiers?
- Are we graduating into premium coverage, sliding into the long tail, or holding steady?
- Which journalists, outlets, companies and people rose or fell in prominence this month?
- Did any risk conditions trip that leadership needs to know about?
What's in the report
The report opens with an executive summary written to survive being read out of context: the month's dominant story, the headline KPI movement, the sentiment trajectory, and any flag needing leadership awareness. A headline KPI table follows, comparing this month with last across volume, audience, net sentiment, intensity, engagement and ad value, with media split, premium-outlet share and verified share benchmarked beneath it.
From there the report goes deep:
- A daily coverage chart with the previous month's average as a reference line, and a narrative for each of the top spike days naming the actual event behind it.
- Coverage by query, a performance view of each topic with significant movers flagged.
- Source quality and tier mix, showing whether premium coverage is rising or falling, a leading indicator of reputation positioning.
- A daily sentiment chart, then a sentiment decomposition breaking net sentiment down by topic and surfacing the phrases driving positive and negative coverage.
- Top sources, journalists and social accounts, each with rank-change flags for who entered and who dropped out.
- Topics, companies and people ranked with month-on-month comparison.
- Media type and geographic distribution, including per-platform social engagement.
- Signature stories, the ten highest-reach items that shaped public understanding this month.
- Tier 1 placements, every premium hit listed individually.
- A risk and watchlist section naming any triggered conditions with the evidence behind them.
- A forward look projecting what the next 30 days are shaped to bring.
Every story, spike and figure is cited back to the source coverage it came from.
Who it's for
The Monthly Report is for the people who own the monthly reporting rhythm. It suits an in-house comms lead preparing a board pack, an agency assembling a client month-in-review, and a team running a retrospective to understand what worked and what did not.
Why Truescope Analyst
The traditional monthly report is a multi-day production. Someone exports a month of data, builds the charts, hunts down the stories behind each spike, drafts the summary, and formats it into a deck, often the same few days every month. The sentiment-by-topic view that makes the document genuinely useful is usually skipped because it is too laborious to assemble by hand. A general AI tool cannot stand in, because it has neither your month of coverage nor the prior month to compare against, and it cannot cite a single real placement.
Analyst reads the full 30 days and the prior 30 together, decomposes sentiment by topic, source and tier, attributes every spike to the event that caused it, and tracks who rose and fell in your coverage. It writes an executive summary built to pass the board test, flags the risk conditions automatically, and produces the whole report in minutes rather than days. Every claim traces back to source coverage, and because it is part of your Truescope subscription, anyone on the team can run it whenever the month closes.
Frequently asked questions
What periods does the report compare?
It compares the last 30 days with the 30 days immediately before. Analyst can reach up to the last 13 months of coverage in your Truescope inbox, or the last 90 days of global data not already matched to your workspace, which is what makes the month-on-month comparison and the longer context behind it possible.
How does it decide what drove a spike?
It identifies the highest-volume days from the daily trajectory, isolates the phrases distinctive to each of those days, then retrieves the actual items behind them so the attribution names a real event in real outlets, not a generic theme.
Can a 30-day report tell us whether a change is permanent?
No. A month shows direction and trajectory but is not long enough to confirm a structural shift. The Monthly Report describes where things are moving and defers the question of whether a change is permanent to the Quarterly Review.
