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Public Relations: The Corporate Sword and Shield
People now have unprecedented levels of access to information that is readily obtainable anytime anywhere. This profusion of information – some of which is true and some not so true -- presents an increased need to process, understand and act upon the opinion-shaping material which influences stakeholders, the marketplace and society in general. With the need for constant vigilance, Public Relations serves most organizations as its sword and shield, monitoring emerging issues to help address threats and to pursue opportunities. This proactive communication process represents PR’s unique ability to quickly frame issues through context, dialogue and action, often supplementing through real-time traditional and social media analysis the intelligence gleaned more slowly through surveys and ...
Managing mountains of media monitoring data with IBM Cloud
Over the past 30 years, the media industry has undergone a digital revolution. In the “old days,” there was traditional media such as television, print, and radio. Today, social and digital channels are as just as much a concern as traditional media. PRIME Research performs media monitoring services for more than 500 global customers including 35 of the top 100 brands in the world. That means the company integrates, examines and evaluates as many as 5 million documents a day to keep tabs on public sentiment for its global customers. Huge amounts of data PRIME Research customers use a dashboard to understand public sentiment about their organizations’ brands, competitors and peers as well as the larger business landscape. Content is monitored across all media channels, and the dashboard ...
Visualizing Insights: Telling a Story with a Chart
By Leon Rausch PRIME Research At a time when everyone has data and everyone owns a “tool,” research-based “Actionable Insights” have emerged as the goal for better decision-making in business as well as Public Relations. The desire for insights means that communicators want more than data, charts and graphs. Instead, they want to go beyond “x is bad” or “y is good.” Instead, evolved communicators want to know “x is bad because of y and especially in the areas a, b and c. And here’s what to do about it.” This additional context and guidance enables Public Relations professionals to understand their situation and to act in ways that positively differentiate the company, its brands, its products and the issues surrounding them. In too many cases, researchers deliver results using descriptive ...