‘Carma is the world’s first evaluation business,’ says chief executive Richard Bagnall. ‘It started in the United States in 1993. It has been through many guises. It is now a privately-
owned business with offices in 18 countries and staff providing global insights, monitoring of social and digital content, traditional print and providing important insights and evaluation.’ Carma, Bagnell says, is a blend of two things: ‘It
is fabulous technology. We are a global business monitoring content from all around the world, but we don’t stop at technology and sales people. We are also actively recruiting the best in the industry: they understand PR and communications and know how to evaluate it properly. So we blend technology and talent together.’
‘This changed the delivery mechanism and speed required,’ says Bagnall. ‘It also changed the heavy lifting, with what are called tags – where you tag some of the content, publication, circulation number, those type of things. Then came what are called entity extractions: the ability of software to understand key terms, topics, names, places and people.’
SMARTER AND FASTER In this way media monitoring has traditionally been used to measure the communication performance of one’s own company or that of competitors, notes Tom Marshall, UK managing director at Unicepta. ‘Today, media monitoring and listening not only tracks media coverage and your own communication performance but helps you to act smarter and faster,’ he says. The rapid transformation we are seeing is largely
driven by convergence between PR and communications and the broader marketing sector, says Joanna Arnold, chief executive of Access Intelligence. ‘It is led by the rise of influencer and content marketing ‘earned media’ tactics that have much more in common with traditional PR and are starting to outperform ‘paid media’. It’s highlighting the need for communicators to have tools and insight into the broad range of audiences that now engage with any organisation.’ ‘Insight has become the new sexy word in the
industry,’ adds Bagnall. ‘People are saying of evaluation Can you help me gain some insights and gain something I do not know from the content? and Help me be more strategic in my decision making?’
CorpComms | February/March 2020
INFORMATION FLOWS So what does this offer corporate communications professionals? ‘If we step into the shoes of our clients, the challenge for PR and communications is to handle vast information flows and to keep pace with a media environment which is changing by the second,’ says Mašínová. And while the media landscape may be wider than ever, she adds: ‘It is also more fragmented which creates additional pressure to ensure all relevant media activity is identified, analysed and responded to.’ ‘Real-time media monitoring and intelligence
enables organisations to understand where reputational risk can come from and then determine how and when to engage for maximum impact,’ notes Arnold. ‘This is vital for all corporate communications and IR professionals who increasingly are aware of the direct impact of reputation on share value.’
‘Broadly speaking, our services cover the range of activities that PR
and communications professionals engage in to do their jobs effectively,’ says Jeffrey Vanderby, senior manager of product marketing. ‘From media and influencer pitching to press release distribution to determining the impact those and other activities have had on brand reputation and, ultimately, their company’s bottom line. ‘Our goal is to optimise our clients’ outreach
and measurement capabilities so that they run as efficiently as possible, ideally giving our clients the time back that they need to do the million other things that communications professionals have to deal with daily.’
Cision will be introducing more services that
leverage its ‘AdTech’ relationships. ‘From providing validated viewership of articles on media websites to tracking the audience of those articles as they visit our clients’ websites and documenting their activities there, this technology will provide a whole new set of tools and actionable data for our clients to incorporate into their strategy,’ says Vanderby. ‘We tailor our services to each client’s specific
goals,’ he adds. ‘Whether that is just wanting to monitor a particular medium, needing a full-on communications dashboard set up for them, a media analysis report for a specific event or industry, or just having us curate and deliver a daily media briefing – the monitoring goals of the client will dictate the specific service we provide.’
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