Marketing and PR professionals are facing real challenges in an era of outsourcing and automation of media monitoring .
“Challenge?” I hear you ask….”Surely it is easier and cheaper than ever to change media monitoring suppliers?”
Well this may be true, but after the recent news about further redundancies in the media monitoring sector due to decreased revenues and plans to offshore all their production...Early Morning Media discusses what options are left and if there is a better way without losing client service, human based intelligence and editorial expertise.
Let’s break this down into two very different needs
- Monitoring and evaluating company name mentions
- Issue based themes driving the media agenda in your industry
Here’s a well-known model
Whilst it is imperative for a PR and Marketing function to track and analyze media content, there are some pitfalls even though most monitoring and marketing agencies do a great job.
- Most organisations want to monitor terms which deliver more content than they can possibly consume and act upon
- There is no real way to separate the meaningful and important content from irrelevant or non-important text mentions
- “Media Monitoring content software platforms” are fine as top line aggregation tools, but not the most user friendly when you actually want to read the content
- Getting non PR savvy Senior Stakeholders to actually engage when they are becoming so time poor
- In the real world, web platforms rarely get used, whatever monitoring agencies tell you. Time poor Managers have so many passwords to remember, the likelihood is they will forget theirs in less than a week or just not bother to log in
If we are dealing with a pure PR function charged with placing, tracking and presenting name mentions…..this model works fine. It is the PR team’s role to bring important articles to the attention of Non PR Senior Managers.
Therefore the key question is this
“How do we engage Non PR professionals with the key issues driving the media agenda?”
Which brings us on to Issues based tracking…..
Have you ever asked a monitoring agency to track issues such as tax, accountancy, legal policy for example? It can be done, but you can imagine the vast amount of articles that would be returned and would never be read….Oh and by the way, you would be charged for them.
It’s not their fault, most modern monitoring tracking systems use automated technology and Boolean searching in order keep the costs down. Offshoring the search and production facility will simply compound this problem
Whilst this works for key word tracking it falls short when you want to highlight and put context around issues driving the media agenda.
Smaller organizations with smaller budgets try to do this themselves, but with the amount of free content out there it can become a full time job just finding the right tone….. and let’s be honest we have a day job to do.
This has, in our opinion, always been a Marketing and PR professional’s biggest challenge especially as the lines between internal Communications and External communications continue to merge.
So here are Early Morning Media's 5 Top tips for getting the most important media issues read and shared
- Delivery – Choose a method which is easily accessible and your stakeholders engage with everyday such as email or the company intranet
- Manage the attention span – Evidence shows that most Senior stakeholders have a 30 second window for each email or communication. Ensure the content is relevant and don’t include more than 20 articles per delivery
- Make it mobile friendly – Most Managers engage with information via mobile devices and under 10% click through to the article. Make sure the articles are summarized with human context containing the most relevant points. The importance of good summary writing is vital.
- Own it – Most Senior Managers will read their own company information first before external communications. Branding and owning the “Briefing” supplemented with your own content will dramatically increase the readership
- Get feedback – Don’t be afraid to survey your internal stakeholders. We have made a point of doing this for many of my clients over the years and it really allows you to keep the content fresh and relevant as well as involving your recipients. It also allows you to continue to evolve and meet the needs of a wider stakeholder group.
In essence, the key is to ”make sense out of abundance“. Get the delivery and context right and a much broader stream of stakeholders will read and engage with your communication tool, which in turn will inform the wider business of issues impacting strategy and direction…not just the media professionals!
If your agency is offshoring or making staff cuts or you are worried your early morning news summary could lose quality then feel free to give us a call to talk through the options.