of content produced and providing more relevant insights, AI is also enabling us to monitor brand reputation in images and video.’ Enthusiasm for the power and opportunity offered by artificial intelligence is not shared by everyone. ‘We believe in good technology, not jargon like AI. It is an unfortunately overused and misused term, used as a marketing gimmick to excite customers,’ says Murphy. ‘Since day one, we have strongly believed in the power of combining great technology and engineering power with great local people who can work with the customer to ensure speed, accuracy and reliability of service.’
So what type of services offer the biggest growth
in this space? ‘As more PR and communications professionals are executing coordinated and integrated campaigns with their partners in marketing, we see terrific growth potential in helping marketing teams leverage the earned media audiences generated by PR and communications,’ says Vanderby.
‘Signal AI is an AI-powered business intelligence and media monitoring company that aggregates, analyses and provides business leaders with insights into digital, print and broadcast media, news, and
regulatory data,’ says co-founder and chief executive David Benigson. He adds: ‘Signal’s cutting-edge machine learning
enables businesses to track their competitive landscape, changes to regulation, and monitor their reputation – empowering them to make smarter, faster business decisions.’ Signal AI leverages British native artificial
intelligence to conduct real-time analysis of online media and digital text for relevant and valuable insights that empower business leaders and their teams. By combining cutting-edge techniques across these specialised areas, Signal has built a platform that aggregates content from around the world, categorises subject matter and determines sentiments, highlights quotes and accurate recognises and tags entities (people, places, organisations and companies) and topics. ‘This is all done within seconds of the content being published, which is an impossible task for your human workforce alone,’ says Benigson. ‘We also use analysis and visualisation techniques to display the results in various maps, tables and graphs so you can quickly discover relevant information and take action.’
CorpComms | February/March 2020
Unicepta is one of the world’s leading providers of media
and data intelligence solutions, added with the human factor of analytics, insights, and advisory services. Its services and solutions include three key lines of business: global media monitoring, analytics and insights and corporate brand newsrooms. ‘We combine state-of-the-art crawling technology with smart AI-powered analytics, supported by experts who know our clients’ business and industry, to deliver tailored analysis with insights that transform intelligence into performance,’ says Tom Marshall, UK managing director. ‘Our primary client focus is large multi-national corporations with extended geographical and media reach, but we also serve mid- sized companies, regional brands and non-profits.’ He adds: ‘Our broad range of services includes
daily media reviews, news and content feeds, alerts, compilation and editorial services and AI-powered real-time analytics to identify opportunities and risks, and for smart KPIs.’
‘Concurrent with that we want to develop a tech
stack specifically for communications professionals to drive efficiencies the way ‘martech’ has done for marketing departments. I know ‘data-driven’ has become a bit of an over-used buzzword, but we do really feel that there are many opportunities to implement data in communications strategy.’
THE OLD WAY IS DYING FAST The innovation found in media monitoring and media intelligence will continue to evolve as the nature of messaging morphs into something quite different. ‘The ongoing consolidation of media, the further
integration of campaigns between communications and marketing, and streamlined ‘bottom line’ reporting to the business means that communications ‘the old way’ is dying fast, and the new way – much like the transition that occurred in marketing ten years ago – will mean improved efficacy, consolidation of vendors and business value measurement,’ says Vanderby. ‘We see opportunity here to help our clients understand and leverage this new way of communications.’ It is clear that media monitoring and intelligence
is constantly changing in ways that can significantly help corporate communicators. It is down to them to embrace the opportunities on offer. CC
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