of our clients. Technology is important, as it allows us to keep pace with changes in our clients’ media environment.’ This is particularly pertinent today with borders between national media markets breaking down. ‘Language is an important consideration here,’ she adds. ‘Within the monitoring sector there is an inconsistent approach to the processing of multi-language data. Some technologies need to use automated translations into English, which creates the potential for error. Kantar’s international network means we can process in [the] native language. We believe this delivers benefits to clients in terms of the quality of our media intelligence reporting and analytics.’ ‘Technology is becoming imperative to a


communicator’s day-to-day life,’ notes Jeffrey Vanderby, senior manager of product marketing at Cision, which has brought together industry stalwarts Gorkana Group, Vocus and Trendkite in recent years. ‘Ten years ago, you might have survived on spreadsheets and Google alerts. However, the


‘At Meltwater we provide our customers with a suite of tools


that go far beyond just social and editorial media monitoring,’ says head of marketing UKI & Ireland Wesley Mathew. ‘Depending on the client’s goals we can look at top-level coverage, such as number of mentions and general sentiment of posts, mining right down to psychographics and consumer behaviour.’ Mathew says typically platforms allow companies


to identify and measure engagement and reach but, with Meltwater Intelligence, he claims clients can set a specific time period, gauge sentiment, search by a specific media type, target a particular location, remove language barriers and really examine key words and phrases.


changing nature of the media landscape, the crisis of trust in the media and the expansion of influencers into earned media strategy means technology is here to stay for communications professionals.’ Such progress makes legacy metrics, such as advertising value equivalent and potential impressions, that communications professionals once relied upon, increasingly redundant. ‘The new technology for measurement and engagement that is available today is needed to address these issues. The good thing is innovation tends to be viral,’ says Vanderby, adding: ‘Cision provides an integrated communications platform for comms and PR professionals to manage their influencer identification and outreach, engage audiences across multiple channels and measure and attribute value to their earned media programmes. ‘We’ve also integrated with leading ad and


marketing technologies to further align comms campaigns with partners in marketing. But we understand that technology can only solve so much. So, in addition to our technology, we offer expert consultative services through our media and audience analysis solutions.’ The nature of innovation is that it advances fastest


in areas where new technology is fit for purpose. ‘In the monitoring space, the processing power of automated systems offers immediate advantages in terms of scale and speed of delivery. Integration between different media datasets – mainstream news, social media – is also benefitting from technology


Media monitoring offers a bird’s-eye view of coverage across all media channels meaning brands can maintain control of reputation management and crisis comms


since our inception. The market has been struggling with long-standing problems such as accurately quantifying PR impact, and time-consuming, manual tasks such as media monitoring, which is plagued by poor accuracy and too much noise.


‘The launch of AIQ underscores how CorpComms | February/March 2020


we are leveraging our proprietary AI technology to develop the capabilities of our platform and ultimately, help our customers up-level their work.’ Chief executive David Benigson adds: ‘Our vision at Signal AI is to provide communication professionals and senior leaders with the same clarity and


transparency about the world beyond their organisation as they have inside it. ‘AIQ allows us to level up


communications professionals to help them be more strategic, and empower business leaders to work smarter, react in real-time, and make informed business decisions.’


21


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