With the turn of the year, businesses are faced with a unique opportunity: to evaluate their brands’ publicity through comprehensive Publicity Reports. These annual overviews are not just a publicity debrief, but are a strategy tool for the coming year and help identify important insights.
Clip News, an AMEC (International Association for Measurement and Evaluation of Communication) award winner, provides 360° solutions in Media Monitoring, Digital Listening and Publicity Reporting, highlighting the importance of annual reports for a comprehensive publicity inventory.
What are Annual Publicity Reports?
Annual Publicity Reports collect and analyze media data concerning a brand and its direct competitors. It is possible to include data from all media (internet, social media, print, radio and TV), while significant emphasis is placed on the combination of quantitative and qualitative metrics, such as:
- Buzz: Volume of publicity references
- Sentiment analysis: Rating of references as positive, neutral, negative
- Key topics, trends, volume over time, top authors, source impact
- Competition analysis: Analysis of competition publicity with comparative insights, e.g. Share of Voice (SoV)
This data is essential for PR, communication and marketing professionals to understand how the public perceives their brands and to identify opportunities or threats.
The Value of Publicity Analysis
Annual data alone are not sufficient to provide clear guidance. They need analysis and interpretation to turn them into useful information to support strategy. Clip News provides experienced media analysts and leverages innovative technologies such as Machine Learning and AI to produce reports with actionable insights. An annual Publicity Report can answer key questions for any brand:
- Which topics or actions generated the most publicity?
- What were the top sources or channels of publicity?
- Which topics received negative commentary?
- Who were the top influencers?
- How did social media users respond to your campaigns?
Strategic Excellence
Publicity Reports offer valuable insights into your brand image in the marketplace. Utilizing comparative data, trends and qualitative analysis of information, they allow for more effective strategies to:
- Strengthen brand awareness
- Prevent and manage PR crises
- Product and service improvement
- Planning targeted actions
The specialization in Annual Publicity Reports
Clip News provides customized annual reports that meet the needs of each brand. The cooperation with leading international partners, such as Brandwatch Consumer Intelligence Platform, as well as the continuous upgrade of the Clip News Portal for media monitoring, ensure high quality and reliable data.
Looking ahead to 2025
Leveraging a Publicity Report with annual data helps businesses start the new year with confidence. It is the tool that equips executives with the knowledge they need to achieve their goals and maintain their competitive advantage. Because success is always about data and strategy.
The article was published in the Daily Fax on 12 December 2024.
Kimberly Guilfoyle, the new US Ambassador to Greece, has been the subject of intense publicity and commentary. Her professional journey – from her career as a prosecutor and FOX anchorwoman to her relationship with Donald Trump Jr. – has garnered the interest of Greek and international media, creating a rich field for analysis through Digital Listening tools.
Digital Listening: the Secret to Managing Publicity
Clip News analysts, leveraging the Brandwatch platform, processed and analyzed thousands of data from news sites, blogs, forums and social media in Greece (a total of 10,182 mentions on the topic) for the period 10-19 December 2024. Our analysis revealed valuable insights into Kimberly Guilfoyle’s publicity! Our approach included:
- Searching and tracking references on the topic with advanced queries.
- Editing references to categorize individual topics.
- Sentiment Analysis to identify positive, negative and neutral references.
- Quantitative and qualitative mapping of publicity.
Evolution: How Publicity Developed
Publicity for Kimberly Guilfoyle fluctuated significantly, with the highest peak of references occurring on 11 December. The analysis revealed the following:
- References exploded on the day the nomination was announced.
- A steady downward trend in publicity until 16 December.
- Stabilization of references on social networks, while news media showed a new, but not strong, increase.
Kimberly Guilfoyle gained publicity through her communication with Archbishop Elpidophoros of America, a classic move of diplomats coming to Greece. Equally important publicity was received by Trump Jr.’s mention of her abilities and personality in a highly positive to laudatory tone.
Sentiment Analysis and Top Topics
Digital Listening revealed that negative sentiment dominated Twitter and Facebook, with a ratio of 2:1 against positive references. An analytical look at the data highlighted three key areas of negative publicity:
- Statements by Kimberly Guilfoyle in 2015, disparaging the behavior and habits of Greeks.
- Comments about her appearance on FOX, often with a sexist tone.
- Strongly pointing out the fact that, as a former fiancée of Trump’s son, and a family member in the broad sense, she was chosen to be Ambassador to Greece – a country not considered important enough for the US to be represented by a member of the diplomatic corps.
The Reaction of the Greek Media
A look at the Greek websites, given their prestige and credibility, which gave weight and significant visibility to the issue, brings the following news media to the top of the ranking: protothema.gr, enikos.gr, newsbomb.gr, topontiki.gr. Without presenting substantial differences between them, the mix of topics and approach of these media is characterized by careful formulations of professional journalism.
It is worth mentioning, however, that there were some analysts – mainly in the press and broadcast media – who made reference to the fact that diplomatic work in embassies is produced by career diplomats. In contrast, a “glamorous” choice like Kimberly Guilfoyle does not determine the political outcome. However, these analysts formulate sentiment after the first period’s “cloud” of online publicity has been completed with the news release.
Digital Listening and Public Image Management
Although no specific policy predictions can be made based on the publicity data, our analysis makes it clear that Guilfoyle will need to take initiatives to reverse the negative image initially created in the Greek media and especially in social networks.
With the right tools, such as the Brandwatch platform, and the strategic use of publicity data, answers are offered for effective publicity management. In the case of Kimberly Guilfoyle, insights helped to understand the sentiment of the audience and the issues they care about most.
Digital Listening is proving to be an indispensable tool for public image analysis. It allows brands and public figures to identify areas for improvement and develop targeted communication strategies that enhance their reputation.
Analysis identity
Digital Listening Tool: Brandwatch
Timeframe: 1-19/11/2024
Sources: Websites, Blogs, Forums, Social Media (with the restrictions of each source)
Keywording/Analysis: Clip News
This analysis provides an indicative approach, noting that variations in social media data sample and time range could produce different insights.
Clip News Vice President Katerina Kechagia was for the second time a guest of journalist Takis Spiliopoulos in the show “Review” broadcasted on Naftemporiki TV. This time, the occasion was the recent publication of a Clip News video about managing a Publicity Crisis.
Ms Kechagia highlighted the ways in which modern media monitoring & analysis solutions can make a catalytic contribution to the difficult task that communication and PR professionals have to carry out when they are called upon to manage a negative publicity crisis for the brand they represent.
Early crisis detection through 24/7 media monitoring
Early detection of a Publicity Crisis is the foundation for its proper management. By using 24/7 media monitoring, you can immediately identify negative references or disturbing patterns on Social Media, as well as other sources such as the Internet, the Press, Radio and Television (RTV). A modern monitoring system offers the ability to react quickly, before the crisis escalates and irreversibly affects your brand’s reputation.
Evaluation of publicity data with quantitative and qualitative metrics
Simple monitoring is not enough – you need meaningful evaluation of the resulting data. Through a combined analysis of quantitative and qualitative metrics, you can understand the depth and breadth of the crisis. This process allows you to tailor your message to accurately address the needs and concerns of your audience.
Quantitative metrics include the following:
- Buzz: the total number of posts or comments on the topic
- Evolution: the number of posts or comments per hour or per day
The following stand out in the qualitative metrics:
- Sentiment: the evaluation of publications or comments as positive, neutral, negative
- Top authors: the most important media or most important social media users, based on Reach or Impact
In-depth analysis publicity report after the crisis
The Publicity Crisis may be over, but the work does not stop there. An in-depth analysis publicity report after the crisis is essential to assess what went well, what could be improved and how similar situations can be prevented in the future. Through comprehensive analysis, you gain valuable insights that strengthen your crisis response strategy and improve your communication at all levels.
Watch the full interview on YouTube.
Theofilos Argyriadis, CEO of Clip News, spoke to adbusiness about the company’s innovative services, such as LinkedIn Monitoring, the use of Augmented Intelligence in Publicity Reporting, and managing PR crises with specialized monitoring tools.
adb: Mr. Argyriadis, Clip News has a 33-year history. Where does the company stand today, and what are your most significant achievements?
Th. Argyriadis: Clip News is the oldest Media Monitoring & Analysis company in Greece, with offices in Athens, Thessaloniki, and Cyprus. We are the most trusted partner for major companies in Greece and abroad seeking to understand their publicity. Additionally, our collaborations with organizations such as FIBEP and AMEC, as well as with leaders in Media Monitoring Platforms like Brandwatch, strengthen our vision. Our recognition by AMEC as “Organization of the Year 2024” in our category is proof of our commitment to innovation and quality.
adb: This recognition brings Clip News into the international spotlight. What does it mean for your clients?
Th. Argyriadis: In November 2024, we were distinguished by AMEC, the International Association for the Measurement and Evaluation of Communication. As the first Greek company recognized by this international organization, we are particularly proud of this achievement, as we were evaluated against strict criteria in five areas: 1) Technology & Investment, 2) Data, Engagement & Insights, 3) Thought Leadership, 4) Turnover Growth & Footprint, and 5) Achievements in Development. This essentially translates to providing our clients access to advanced media intelligence tools and high-level, personalized publicity reporting services based on international standards.
adb: What role do partnerships play in your growth?
Th. Argyriadis: Our collaboration the International Federation of Press Clipping Agencies (FIBEP) since 2002 has enabled us to offer monitoring services internationally and expand our clientele with European organizations and multinational companies. Our inclusion in AMEC in 2023 allowed us to adopt the highest standards in communication measurement and evaluation. Additionally, our partnership with Brandwatch, a global leader in Digital Listening, enables us to deliver real-time insights from the Internet and Social Media, providing competitive tools and strategic planning capabilities for PR agencies and communication professionals.
adb: The success of a company often lies in its people. What is your approach?
Th. Argyriadis: Our people are the core of Clip News. We invest in their development, offering a wide range of benefits, from lifelong learning opportunities to psychological support and expenses coverage for postgraduate programs. We focus on creating a culture that promotes innovation and excellence. Investing in our people contributes to their self-fulfillment.
adb: Tell us about the services you offer and your innovations.
Th. Argyriadis: Clip News provides 360° Media Monitoring & Analysis services, from clipping to specialized publicity data analysis. We cover all Social Media, with the latest addition being TikTok, and have upgraded our Reporting & Analysis services by combining AI technology with the expertise of our analysts. We also adopt Augmented Intelligence, which complements human intelligence with AI to enhance rather than replace it. This approach allows us to offer cost-effective solutions, with technology handling repetitive processes while media analysts focus on tasks requiring strategic thinking and specialized analysis. The journey from data to actionable insights through analytics is a hands-on experience for us and added value for the brands that trust us.
adb: How do you adapt to the evolving needs of the market?
Th. Argyriadis: In January 2025, we are officially launching the LinkedIn Monitoring & Analysis service. Businesses use the platform not only for branding but also for relationship-building and marketing activities, as users in Greece now exceed 700,000, with over 50,000 corporate accounts. Our service provides insights into posts, influencers, and discussions related to each brand and its competition. This is a tool for deepening data democratization, enabling companies and organizations to provide their teams with the necessary depth of analysis to identify opportunities and design targeted campaigns.
adb: A PR crisis is a constant concern for many companies. How does Clip News help manage them?
Th. Argyriadis: We have developed specialized services for crisis management, combining cutting-edge technology and human expertise. The Crisis Summary Report provides 24/7 updates with summaries highlighting the key points of a publicity crisis, accompanied by sources and audience comments. The Crisis Analysis Report delves deeper both quantitatively and qualitatively, offering metrics such as volume of references (Buzz), volume over time (Evolution), and Sentiment Analysis (positive, neutral, negative). With these solutions, communication and PR professionals gain an immediate comprehensive view, enabling them to respond quickly and effectively.
adb: What is your vision for the future of Clip News?
Th. Argyriadis: Remain at the forefront of technology and exceed expectations. Clip News will continue investing in AI tools to offer flexible media monitoring services that enhance competitiveness and add value. In this way, we will remain a strategic partner for brands, helping them turn publicity data into business success.
The interview was published in adbusiness on December 16, 2024.
Artificial and Human Intelligence: A Combination for Maximum Results
Artificial intelligence is here to stay, and when we combine it with human intelligence properly and effectively, we can achieve maximum benefits. This was the key takeaway from the World Media Intelligence Congress of FIBEP, hosted in Limassol by Clip News as the Host Sponsor, under the theme “Beyond Algorithms: Unleashing the Power of AI for Strategic Decision-Making”. From October 23 to 25, experts, professionals, and industry leaders discussed the role of artificial intelligence in the Media Intelligence sector, focusing on topics such as misinformation, cybersecurity, data analysis, PR & Marketing, and strategic decision-making.
In a world where even real-time isn’t always fast enough, artificial intelligence is a catalytic partner in processing big data, identifying trends, and reducing “noise.” Combined with human experience and intelligence, it propels Media Intelligence into a new era, providing immediate and high-quality information and analysis.
“This is the core philosophy of Clip News. We recently announced the creation of our own AI tools, based on Greek language models. With our extensive experience in providing media monitoring and analysis services, we are in a position to harmoniously and effectively combine the latest technology with the expertise and specialization of our analysts,” stated Clip News CEO Theofilos Argyriadis.
Key Insights from the Congress
- George Michailidis, Cyprus Commissioner for Communications, outlined the latest developments in efforts toward cybersecurity in Cyprus and the EU. He emphasized the importance of investing in artificial intelligence research and the need to train professionals, the workforce, and society as a whole.
- Konstantinos Kattirtzis, Channel Partner Lead – LSPs at Microsoft, highlighted that artificial intelligence is already present and offers immense opportunities. If utilized correctly, AI has the power to significantly improve people’s lives, offering solutions that make daily tasks easier and more efficient.
- Eduardo Ordax, Principal GTM Generative AI at Amazon, stressed that AI will be integrated into every aspect of our lives and that adopting this technology is essential to add value for customers.
- Amrita Sidhu, Managing Director of Medianet, gave an insightful presentation on integrating AI into business operations, emphasizing communication, experimentation, and the necessity of clear objectives.
- Theofilos Argyriadis, Clip News CEO, underscored the power of AI in data processing, helping us delve deeper, uncover patterns, predict trends, and make faster, more accurate decisions than ever before.
- Katerina Kechagia, Vice President of FIBEP and Clip News, moderated a panel with Virginia Padovese, VP of NewsGuard, and Michalis Sirivianos, Dean of the School of Engineering and Technology at CUT and from MedDMO (Mediterranean Digital Media Observatory). Together, they shared valuable strategies for revealing truth in the AI era and combating misinformation.
- Anna Tsenova, Marketing Director of Updata One, and Eva Karasmani, Director of the International Department at Clip News, participated in the Young Leaders panel, exchanging views on their ideals, the biggest challenges they face, and the transformative role of AI in reshaping the landscape.
FIBEP State of the Industry Report 2024
On the second day of the conference, Katerina Kechagia, Vice President of FIBEP and Clip News, presented the findings of the “FIBEP State of the Industry Report 2024.” The research aimed to uncover key trends, challenges, and opportunities in the Media Intelligence sector for 2023-2024. It provided valuable insights into how companies adapt to an evolving landscape shaped by AI, technological advancements, intellectual property management, and changing regulations.
An Optimistic Outlook for the Future of Media Intelligence
The conference concluded with optimism for the future, emphasizing that strategic investment in technology and adaptation to ever-changing conditions are critical for success. The Media Intelligence sector remains robust and resilient despite challenges, with companies anticipating growth driven by technology, innovation, and staff specialization.
Clip News remains committed to innovation and the continuous training of its team, ultimately aiming to deliver high-standard media monitoring and analysis services.
FIBEP is the International Association of Media Monitoring Companies, of which Clip News has been a member since 2002, contributing to the Association’s efforts in various roles. Clip News also hosted the global conference in Thessaloniki in 2011.
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