PR world have radical changes in the way they are delivered electronically coverage for your computer desktop or PDA of choice. Can be replaced by the inconvenience of ink on the fingers of a bad case of "BlackBerry Thumb" - but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes are paying the development of new tools for content providers and new programs to help better manage and analyze media coverage. Now automation occurring at the database and the provision of stakeholder information in real-time internal and external organizational, taken almost for granted. And the holy grail of PR - to automate media analysis and measurement - is already under way, but you need to stop the program to make way for the analysis of the man?
The software can analyze media save countless hours to count and measure media coverage in an unlimited number of ways, including traffic in the region, announced the equation, its programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It's a gamble with little increase.
Just say no
Automation and your feeling was already included in some programs, but how can it be true? Every story, across all media, will have a dramatically different meaning or impact for various organizations and stakeholders. Behind every winner and a loser issue new.
For example, if a negative story breaks a strike in a bottling plant will be a boon for competitors. Very limited ability to determine which companies affected by the news. In addition, understanding the tone of the actual bias current or possible to refer the question impossible to automate. News is as much about the presentation of the facts, as it is causing a reaction or emotion from the reader. The media can certainly analytics solutions help decipher the facts, but must be left to the rest of the team of communication professionals.
Self too?
Argument against toning media coverage has often been very subjective - if the news can be interpreted differently by each individual, is not this skew the results in the end? This is true - but it could easily be solved with the introduction of the "scorecard" unified tone applied uniformly to all floors.
This can really vary dashboards, and it depends on the type of analysis you want to deliver in the end. And many organizations have chosen your class stories as positive, neutral or negative.
Use these words only 3 is where you can drag the intrinsic problems and a team brainstorming and training sessions on how to apply the tone, a quick and easy way is to use the dashboard instead CBS:
Critical uses (rather than negative).
Balanced use (in a neutral venue)
Support the use (instead positive)
"It was critical and balanced story, or support our organization?" After reading the article, it is much easier to answer the question instead of: "Was that story negative, neutral or positive? '
When it comes to tone it will not always black or white, but instead you leave gray areas for professional contacts trained instead of the guesswork out of application software.
When it comes to tone it will not always black or white, but instead you leave gray areas for professional contacts trained instead of the guesswork out of application software.
Beyond order items using your CBS and scorecard can be used, and other parameters to create meanings stronger and analysis. Save the following uses a performance dashboard - 5 to + 5, to provide more in-depth analysis.
Classification standards
Warning 5 + supports four of the following: basic message; maintenance; images; Call to Action
Warning 4 + supports three of the following: the main message; maintenance; images; Call to Action
3 Warning + support two of the following: the main message; maintenance; images; Call to Action
Warning 2 + supporting one of the following: basic message; maintenance; images; Call to Action
Support 1
0 balance
-1 Critique
2 Critical points + one of the following: Executive signal negative positive signal competitor, consumer complaints directly recurring problem
Legal -3 + two critical elements: the executive signal negative positive signal competitor, consumer complaints directly recurring problem
Important Disclaimer -4 + three of the following: Executive negative signal, concurrent positive signal; issue permanent direct consumer complaints
5 Signal + critical four of the following: Executive negative signal, signal competitor positive direct consumer complaints; ongoing problem
Once each item can be automatically attenuated the rest of the analysis solution of this program. The tone can be used independently to determine the success of the campaign proportion CBS can also stories, but the tone can be used with the rest of the analysis to determine possible to media bias or problems of a region or publication. The media always analyze your organization ... Why not return to favor?
Must remain and new media analysis and monitoring technologies certainly changed the face of media relations activities and provide significant return on investment, but the determination of the impact of your organization's news in the hands of the man now.
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