MEDIA RELATIONS


‘Corporate communicators need precise insights


into the global media buzz around their company, brand, competitors and critical topics – and the intelligence to react quickly,’ observes Marshall. ‘Media monitoring helps marketers, PR


professionals and brand custodians get in-depth insight into their consumers, the competition, and the performance of their marketing efforts,’ says Wesley Mathew, head of marketing UKI & India at Meltwater. ‘Media monitoring, in this instance, refers to how we gain insight into the hearts and minds of our consumers, perceptions about our brand, topics and conversations related to the work we do or the services we provide and how our brand exists and performs in relation to the competition.’ But Mathew also believes that many companies


do not yet use media monitoring to its full potential, sometimes out of fear or resistance to invest or even a lack of understanding. ‘Brands can learn more about their customer wants and needs, helping to strategise future campaigns and messaging,’ advises Mathew. ‘As well as this, [they can] set up alerts for social media coverage to know when a crisis hits and how to handle it. Media monitoring offers brands a bird’s-eye view of their coverage across all media channels meaning they can maintain control of reputation management and crisis comms.


Insight has


become the new sexy word in the industry


TECHNOLOGY AND MEDIA MONITORING Like much else, technology is driving change in media monitoring. ‘Client benefit is the key consideration for us when deciding which projects to progress,’ notes Mašínová. ‘There is an enormous amount we could do with technology, so our development path must be rooted in the needs


AIQ: THE NEXT GENERATION


IN an attempt to provide the next generation of AI technology powering its media monitoring and market intelligence platform, Signal AI recently launched AIQ. This enhances the proprietary


artificial intelligence underpinning Signal AI’s platform and heralds what it


20


hopes will be a step-change in the use of AI to address common communication challenges. The first in a series of new features


to be powered by AIQ will be Signal AI’s Briefings, which will use the latest AI technologies to cluster and rank content in high volume news scenarios and


create a briefing email consisting of a manageable number of stories that help colleagues stay on top of current events within and across industries. Luca Grulla, technology vice


president at Signal AI, says: ‘We have been using AI to solve common challenges in PR and communications


CorpComms | February/March 2020


‘Our services offer a high level of customisation to


client needs, whether the priority is in-depth local media monitoring or a global multi-market solution,’ says Petra Mašínová, global director for reputation intelligence. ‘The flow of media data can be tailored to


include online, print, broadcast and social. The core monitoring service can be extended to include forward planning data, which is especially useful for PR agencies and in-house clients to optimise scheduling and to identify new engagement opportunities.’ On the analytics side, Kantar offers instant access


to a suite of automated charting tools to analyse media performance in real time and charts can also be customised to run more detailed analysis. ‘For clients who need more in-depth analysis of their communications outcomes, our insights team delivers detailed consultative reports on an ongoing or project basis. These reports are co-created with our clients to measure communications effectiveness and return on investment,’ says Mašínová. ‘We also have a dedicated team to combine media


data with other data sets – brand trackers, net promoter scores and internal sales data. We also provide an access to a global journalists and media influencer database to engage the right audience with relevant content, and maximise PR and earned media campaign performance. Kantar’s service offer is comprehensive, notes


Mašínová, but adds: ‘We work with our clients to build a service package which is right for them and delivers best value.’ Last year Kantar launched a global KANTAR


Reputation platform – an integrated dashboard – which brings together monitoring and configurable analytics with additional modules to connect to its media database and forward planning data. ‘This is in response to client demand for end-to-end solutions that support PR workflow in real time,’ says Mašínová.


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