MEDIA RELATIONS
THE INTELLIGENCE OF MEDIA MONITORING
MEDIA MONITORING HAS DRAMATICALLY CHANGED OVER THE YEARS, BECOMING MORE TECHNOLOGICALLY SOPHISTICATED AND IN SO DOING, OFFERING CORPORATE COMMUNICATIONS PROFESSIONALS AN ARRAY OF ANALYTICAL BENEFITS, FINDS ANDREW HOLT
THE media monitoring industry has rapidly evolved in recent years. Long gone are the cuttings services to be replaced by new technology and artificial intelligence (AI). What though, are these new technology offerings? And how can they assist corporate communication professionals? ‘If we look back over the past 20 years, our market
has always been through periods of consolidation and expansion,’ says Petra Mašínová, global director for reputation intelligence at Kantar, which acquired Precise six years ago. ‘After the rush to build digital services in the early 2000s there was a shake-out in 2005, at which point a new technology – social listening – kick-started a whole new sector and so the market expanded again. The same thing happened in 2015, when consolidation was followed by the advent of AI solutions and a new wave of market entrants.’ ‘Back in the day, media
I think there is a risk that we
expect too much
from AI, at least in the short term
monitoring companies only did media monitoring and media evaluation companies only did media evaluation,’ adds Richard Bagnall, chief executive of Carma, and chairman of global evaluation trade body AMEC, who in the 1990s worked for Metrica. ‘It was analogue. It was paper-based. Cuttings were put in a big envelope and the sign of success at Metrica was how big
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our postbag was, as that was all the clippings being fed to us by monitoring.’ This changed as digitalisation became the norm.
‘The Access Intelligence Group
includes innovative technology companies that address the fundamental business needs of the PR, communications and marketing industries,’ says chief executive Joanna Arnold. It includes Vuelio, the monitoring, insight, engagement and evaluation platform for politics, editorial and social media; ResponseSource, a network that connects media and influencers to the resources they need; and Pulsar, the audience insights and social listening platform. ‘Our products help organisations understand what’s being said about them, another organisation or even a specific issue on any platform that matters.’ Arnold says Access Intelligence is the only
intelligence and insights software provider to combine editorial, social media and political monitoring. ‘This means our clients can understand in real time what’s important to their customers and their brand as they navigate a constantly changing world of influence whether in politics, news or social media. Our ambition is to continuously develop our platform so that it informs, enriches and empowers existing networks and provides the contacts – and the intelligent context – to create new ones.’
CorpComms | February/March 2020
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