UK Media Monitoring: How will offshoring production impact on client service?

09/10/2018

10 years ago, the Communications and PR Industry had many choices across press cutting, media evaluation, and broadcast monitoring agencies. This gave the PR industry a range of suppliers and the whip hand when negotiating prices.

Even 5 years ago, when consolidation really accelerated, there were enough players to offer real choice at the pitch table as well as true editorial expertise to design a real tailored service.

Automated PR software, journalist databases, automated tools and analytics are claiming more of the Communications budget so media monitoring is often about how cheap you can get it....but it's also the first thing to be complained about when there are missed articles or irrelevant content being delivered....and how do you – the customer - convey these fine, ever-shifting nuances to a voice or email address you have never met or spoken to 5000 miles away? Here are a few values we believe in for consideration....

1. BUDGET

Buy what you need not what you are sold! But this is where offshoring works...in a way

Most monitoring agencies track content using aggregators and deliver it into a platform with as few human touch points to keep costs low. To be honest, "missed articles" is a grumble that has gone on for decades. Get the best deal you can on a monitoring platform and data collection. Most will all do a job in terms of monitoring key word searches if that's all you want. However, if you need to inform the Senior Leadership Team on the issues in the media impacting your industry, you will need more than this.

2. TAKE A DATA BREAK

You've got too much - trust us.

Review the keywords you are tracking regularly as you might be being charged for data you just can't read in a month, let alone a day.

Even if you are getting an "all you can eat buffet" for a fixed fee...who's reading it? Are you looking for volume or value? This is where offshoring loses points - understanding the key issues driving the media agenda in localised territories and specialised industries is beyond factory automation and still requires hands on editorial expertise and client service.

3. GET IT READ

If your stakeholders don't read what you are trying to communicate, whatever money you have spent (including in-house salaries) on it is a waste!

According to the Quartz Global Executive study on news consumption:

74% of Senior Executives are focused on news first thing in the morning

94% of Senior Executives turn to email newsletters to get their news, as opposed to 46% who choose video

84% of Senior Executives share long form editorial

Focus on delivering executive, well written early morning daily news summaries...Here's the plug.....yes Early Morning Media specialises in this area!

A client of ours increased internal daily readership by 30% by making these changes

4. MANAGE THE ATTENTION SPAN

Outside the PR Department, your stakeholders want to read about the issues impacting them and their business and they only have an attention span of about 2 minutes on the go.

Think outside the PR team - deliver what's relevant - get engagement - make it look good on mobile - make it short.

We made these changes with a global accounting network and the outcomes included the Global Chairman and CEO reading every edition.

5. DON'T SKIP ON SOCIAL

89% of senior executives are active on social media according to the Quartz Global Executive study on news consumption

Data collection platforms are pretty much the same, go cheap on tracking

Integrate good social articles into your briefings

Make social media outcomes actionable and focus on what it means rather than how much there is. 

6. THE TRIANGLE IS NOW BROKEN

In 30 of years of working in the industry the key to retaining a happy account was the triangle of Client, Account Manager, Editor.

The Client would only speak to an account manager, but all that knowledge and instruction would be passed onto the editor, who working on a client brief day-in-day out would often know the job better than the client facing account manager.

Years of working on the same briefs would build up attachment to the job and a depth of understanding of a brief and the client’s place in the news cycle, which would allow them to be proactive, identifying stories outside a brief of relevance, weeding out junk, understanding prominence of issues, removing stories which would be reputationally sensitive, knowing which competitors matter and which don’t. Each editor took a pride in their work and this was why the best editors would at one time be an invaluable highly valued commodity within an MMO as they meant happy clients and retention. The continuous outsourcing and automation, and loss of this skilled element of the workforce means the triangle is now broken in the larger agencies   

If you don't want to be a just another client number in #mediamonitoringfactory and would like to explore other personalised options that would really work for you and your specific circumstance...then please get in touch with Dean dean.wading@earlymorningmedia.com or Tim tim.crane@earlymorningmedia.co.uk

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