PRIME Research Best Practice:“Developing Global Media Metrics and Tracking“ How to Improve the Innovation Image of a Technology Giant?
One of the world’s most recognizable technology companies was frustrated with their ability to monitor and manage corporate and brand reputation in key markets around the globe. The legacy system was inflexible, unresponsive and unable to provide the foundation for going beyond “what happened” to provide guidance on “what should happen next.” The system was limited in terms of key messages, target media and capturing local cultural nuance. One key initiative, focused on “innovation,” was completely by-passed due to the systems shortcomings.
The client needed an international media monitoring measurement program to track and quickly react to PR developments across seven key countries. The program had to meet the headquarters’ need to manage the company’s global media image, as well as to address local media demands to emerging issues and campaigns. In addition, seeing that innovation is one of the key attributes in the technology industry, the company came to PRIME to develop a monitoring tool that can better track the innovation image of the company and its competitors.
Objectives & Approach:
The objective of the research was to capture the ebb and flow of local news around the globe “at the speed of business,” and, as a result, to provide the communications team with the immediate feedback required to guide the program to continual improvement. In addition to satisfying “home office preferences,” the system had to meet the needs of local executives and PR teams
With an ‘all-in-one portal’ approach that provides the communications team with a quick and easy view on communication results and tracking, communicators in the global team and each country are able to log-in the media portal 24/7 to access real-time news, to analyze “deep-dive” media image reports and to conduct their own analysis “do-it-yourself” analyses on an as-needed basis.
“Innovation” is often presented implicitly rather than explicitly. In order to better track innovation, PRIME undertook an initiative to track both direct and ambiguous references along with intended and unintended messages and elements in parallel with traditional reputation topics. As such, the client can track and measure its innovation image across brands, companies or industries, and identify what elements denote performance (products, events, spokespeople, etc.), and what is more, who the key influencers (industry analysts, journalists, experts) drive innovation coverage.
An elite group of 50 communication executives access the portal as their first stop in the morning to gather the most updated news, watch for emerging issues, track PR activities using the DIY media analysis tools and the strategic reports. Beyond the top 50, more than 300 executives and members of the client’s communication team receive their “daily news digest” of top news from around the globe by 8am locally.
By knowing which levers to push and pull, and by identifying opinion-leaders who deserve the company’s attention, this tech giant has generated a 60% increase in overall coverage and a 113% increase in its innovation coverage since the program initiated just one year ago.
The online portal and do-it-yourself reporting has also proven itself in crises and major corporate events. In addition to developing real-time messaging strategies to react more effectively during the crisis, PRIME’s strategic report helped to inform the C-Suite and the Board in its decision-making process.