There are many ways in which the PR and communications industry have changed in the last few decades. Taking a step back and looking at some of the advances, it is remarkable to see how dramatic some changes are, such as no more thick binders holding physical clips and a far more sceptical eye cast toward AVEs.
Other things do not change. We are still storytellers, and designing effective communications strategies means speaking directly to the right audiences.
Identifying the right audiences is still a product of strategic thought and careful analysis. But whereas we used to wait and hope that carefully designed messaging resonated, the immediacy of the internet and increasingly accurate sentiment analysis means that real-time monitoring is now possible.
Indeed, the ability to track attitudes and respond in near real-time is one of the most beneficial changes for PR practitioners and communicators. Having the ability to adjust and fine-tune messaging can improve results and save money, but only if you have the right setup in place.
How real-time monitoring can detect early warning signs
If you have created a media monitoring account just to track coverage, you might not be using all its features to the fullest potential.
With the correct setup and use, your media monitoring tool can be used as a system that provides real-time data, allowing you to detect potential problems.
It is important to learn as much as possible about notification features. A sudden increase in volume, particularly if the system allows you to separate social media monitoring from traditional media channels, can be an effective warning sign. This is particularly true if the system allows for hourly notifications.
Paying attention to sentiment can also be a good indicator. Whether it is a sudden increase in positive mentions (which can indicate something is going viral) or negative, you will want to know about it.
In addition to volume and sentiment, real-time monitoring can also point you to when your coverage hits key outlets.
Key outlets can be defined in different ways for different clients or projects. For example, for a trendy sports brand appearing in an influencer’s Tik-Tok may be more persuasive to audiences than a mention in a mainstream media outlet.
Check your media monitoring tool to see if there is a way to create a separate list or notification setting to provide an alert if a keyword is mentioned on a priority outlet.
Responding quickly but intentionally
If a problem does arise, that early warning system can buy you time to craft a strategic and well thought out response.
Using the results gathered by your monitoring tool, you can assess which messages are working and which ones are falling short of your goals.
Then, because you were alerted early, there will be time to respond thoughtfully to problems if they arise. The ability to determine what is working has an added benefit of providing enough lead time to find ways to amplify good coverage and reviews.
Ongoing measurement and analysis can show brands which stories are most effective at reaching and moving audiences.
Guide the narrative—before things escalate
Sentiment analysis can help to surface if there are specific words or phrases that need clarification or revision. Then, use your monitoring results as a map to determine which outlets you may need to reach out to, in order to provide clarifications or pitch updated messaging.
This offers the potential to redirect the conversation going forward, hopefully reducing negative reactions.
The primary benefit of using your monitoring tool in this fashion is that it can help to de-escalate potential crises. The real trick is knowing when a burst of negative content is a potential problem, or just a small spike of cynical voices. That is the point at which a PR practitioner will need to exercise professional judgement.
Another, longer-term benefit is that you are developing a repository of messaging that resonates. By measuring the effectiveness of stories that carry your company or brand’s key messages, you will be able to see the ways in which your audiences may be changing—and in which ways they remain the same.
Using measurement tools during the early, mid, and later stages of a promotional or outreach effort is something that PR and communications professionals are still becoming accustomed to. As monitoring tools get better and faster, it becomes much easier to surface learnings over the course of a campaign, rather than waiting for it to end before conducting analysis.
With the ability to adjust messages in either big or small ways, communicators can bring an increased level of confidence to PR campaigns. Paying attention to audience reactions and knowing when to adjust or stay the course is made easier by monitoring tools that make communicators more efficient and more effective, and better planners for future campaigns.
