Technology is evolving rapidly, and with it, the entire field of media intelligence is being transformed. In this context, the International Association of Media Monitoring Companies (FIBEP) publishes its annual State of the Industry Survey (SOI), capturing the challenges, opportunities, and trends impacting media monitoring and analysis companies around the world.
This year, Katerina Kechagia, Vice President of Clip News and Vice President of FIBEP, had the opportunity to speak on the Media Intelligence Explained podcast about the survey’s findings and how they can be translated into practical strategies for businesses in the industry.
Key Findings from the 2024 Survey
- Positive industry outlook: 66% of companies reported stable or increased revenue, while 92% expect a stable or upward trend.
- Artificial Intelligence in the spotlight: 33% of FIBEP members already use AI in at least one service. Companies are expected to invest not only in technology but also in upskilling their human capital.
- Evolving client demands: Clients are seeking more than simple information. They want meaningful analysis and a consultative approach, while also expecting lower prices thanks to automation.
- Data fragmentation & regulatory challenges: The complexity of information sources and copyright regulations present new obstacles that require broader industry collaboration.
How Businesses Can Use the Survey
Katerina Kechagia proposed two main ways:
- Benchmarking: Each company can compare its performance against industry data to identify strengths and weaknesses.
- Strategic planning: The trends and findings provide a “roadmap” for future moves – whether that means investing, or redefining services.
The participation of Clip News and Katerina Kechagia in the survey and podcast highlights the company’s active role in shaping the future of media monitoring and the broader media intelligence sector.
The International Association of Media Monitoring Companies (FIBEP), now known as the World’s Media Intelligence Association, is the global federation of media monitoring companies. Clip News has been a member since 2002, contributing in various capacities and having hosted two global congresses as host sponsor: one in Limassol in Cyprus, in 2024 and another in Thessaloniki in 2011.
Listen to the Full Podcast
Listen to the full discussion in YouTube.
May 30 has been established as World Multiple Sclerosis (MS) Day, with the aim of raising public awareness and understanding of a chronic neurological condition affecting over 2.8 million people worldwide.
This year, the MS International Federation (MSIF) campaign focuses on the importance of early and accurate diagnosis. According to recent data, 83% of countries report significant barriers to MS diagnosis, depriving thousands of patients of timely care, appropriate support, and access to treatment. Early diagnosis can delay the progression of the disease, mitigate its impact, and significantly improve patients’ quality of life.
In Greece, the Hellenic Multiple Sclerosis Society marked World MS Day with a series of awareness-raising activities in Thessaloniki. These included sailing sessions for people with MS, experiential exercises, a Pilates class, and a 3 km race, inviting patients, healthcare professionals, and the wider public to participate in a meaningful and symbolic afternoon.
For yet another year, Clip News proudly supported the Hellenic Multiple Sclerosis Society by providing pro bono media monitoring services for the publicity surrounding World MS Day activities.
About the Hellenic Multiple Sclerosis Society
The Hellenic Multiple Sclerosis Society is a non-profit, non-governmental organization with approximately 7,000 members across Greece. For the past 33 years, it has been working to:
- Support people with MS in achieving autonomy as quickly and effortlessly as possible
- Improve patients’ daily lives and promote their participation in everyday productive activities
- Facilitate their social reintegration through employment
- Raise public awareness of the challenges posed by MS
- Contribute to the optimal use of current treatments and to research toward a definitive cure
- Provide accurate information to patients, caregivers, and healthcare professionals
For more information about the organization’s activities, visit www.gmss.gr.
If you work at a well-known brand or a PR agency, then you know how crucial it is to have timely and targeted information from media monitoring. How many times have you thought: “If only there were a tool that grouped hundreds of publicity mentions and immediately prepared a snapshot report”?
Clip News presents the AI Summary Report, your new smart “right hand” for publicity monitoring. With the power of artificial intelligence and over 30 years of experience in the Media Monitoring field, our company takes the next step in the world of Publicity Reporting.
What is the AI Summary Report
With artificial intelligence that “reads” articles and social media posts like an experienced analyst, the AI Summary Report:
- Organizes publicity clippings into thematic clusters with titles
- Prepares concise summaries in Greek or English
- Adds indicative active links (URLs)
You simply choose the time period, keywords, and source (Internet, Press, Social Media). AI technology takes care of the rest, and in just 1 minute, a full publicity summary report arrives in your inbox.
Why you should include it in your PR arsenal
- Say goodbye to data chaos: With advanced clustering technology, publications are automatically organized into thematic units for a clear and targeted picture
- Condensed information that matters: Each thematic cluster is accompanied by a comprehensive summary and a title that reflects the content
- Make the most of every minute: Forget endless hours of reading. Reduce reporting time by up to 90% and focus only on what matters to your strategy
- Smart analysis, lower cost: At only €70/month with customizable packages, report production becomes more economical and more effective than ever
What it offers at a glance
- Topic clustering
- Summary per cluster
- Coverage from Internet, Press, Social Media
- Ready in Word format in your mail in 1 minute
- Greek or English language
- Indicative links to the source
Ideal for…
- Corporate communication departments needing real-time monitoring for internal updates
- PR agencies with a high volume of clients and reporting needs
- Crisis teams that need instant updates
- Brand & Marketing managers wanting a concise overview of publicity
If publicity for your brand is important, then the AI Summary Report is your next logical move. Of course, at any time you can request the specialized options for Publicity Reporting from Clip News, whenever you need additional KPIs, visualization with graphs, and deep-dive data analysis by our team.
How did an Adidas drone show near the Acropolis of Athens cause thousands of reactions in only a couple of hours? Clip News’ team uses the Brandwatch platform to present a digital listening analysis. From top hashtags to total sentiment, the following case study shows how new-generation monitoring is turned into a communication strategy tool.
Public outcry for the Drone Show
The recent Adidas drone show that took place at Zappeion Hall caused public outcry. The spectacular show, which included the hologram of a huge Adidas shoe with the Acropolis monument in the background, raised serious questions about whether commercial advertisements near historical locations are proper.
Politicians and supporters of Greece’s cultural heritage denounced the Adidas drone show as a blatant commercialization of the Greek cultural identity. At the same time, reactions flooded social media. Some users mocked the situation, while other expressed serious concerns over the impact of Acropolis’ commercial exploitation. The dispute led to an investigation by the Athens First Instance Prosecutor’s Office and to lawsuits by the Greek Ministry of Culture against any other person liable. On their side, the organizers of the event claim that all legal procedures were followed.
Key Takeaways
Clip News analysts studied 13,090 publicity references from Websites, Blogs and various Social Media channels over the period 15-19 May 2025. Public discussion focused on the commercialization of cultural heritage, with 4,994 unique authors expressing intense opinions, from condemnation to humorous comments.
The trending topics include phrases like “Adidas over the Acropolis” and “Adidas ad at Acropolis”. Online news was dominated by the statements of the Greek Minister of Culture, Lina Mendoni, and articles of cultural and political content..
Volume over Time
Publicity skyrocketed on 16 May 2025, one day after the drone show. Volume exceeded 600 references per hour and buzz stayed quite high until 18 May, proof of the intensity and duration of the reaction in the digital environment.
Keywords, Hashtags & Emojis
The word cloud flooded with phrases like “lawsuits against any other person liable”, “prosecutor intervention”, “explanations in writing”, “Adidas shoe”. Top hashtags were #adidas, #acropolis και #mendoni. The emojis used were of particular interest. The dominant one was 🤡, suggesting irony, criticism and the surge of user emotions.
Media Sources
Out of the publicity sources selected for analysis, 76% of references came from X (formerly Twitter), 21% came from news websites, 2% from Facebook, 1% from Reddit and less than 1% from blogs. As far as the X references are concerned, 55% of the users were men and 45% of the users were women, a sign of broad demographic participation in the discussion.
Sentiment Analysis
Some 48% of the references were negative and 52% of the references were neutral. No positive references were recorded, which proves that the entire situation mostly raised concerns.
Top Sites and Top X Posters
The websites with the biggest influence, based on the Impact* index, were “protothema.gr”, “iefimerida.gr”, “news247.gr”. In terms of X accounts, “grok” and “skaigr”, as well as journalists “NChatzinikolaou” and “KostasVaxevanis”, had the biggest impact, based on their numbers of followers.
*Impact: It is a metric the potential impact of an author, site or mention. It is a logarithmic scale between 0-100 and depicts how “important” something is.
Why Digital Listening matters
The Adidas Drone Show case highlights the importance of digital listening and real-time monitoring. Through advanced social media monitoring and internet monitoring tools, like Brandwatch, brands from every sector, culture and communication officials in this particular case, are able to:
- locate trends and crises at their onset
- analyze sentiment (positive, neutral, negative) and the origin of the discussion
- evaluate data for strategic reactions and repositioning.
For organizations that handle reputation or brand image issues, real-time media monitoring and the analysis of publicity data from different sources are necessary tools in contemporary communication strategy.
Analysis identity
Digital Listening Tool: Brandwatch
Date Range: 15-19/05/2025
Sources: websites, blogs, forums, social media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected.
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
The PR Awards 2025 event was held on Tuesday 29 April at the National Insurance Conference Hall, during an evening full of creativity, sentimental moments and strategic thought.
With more than 350 participants, company representatives, academics and PR professionals, this year’s Boussias Events PR Awards 2025 confirmed the dynamic of the sector, honouring the most innovative campaigns, top teams and projects of substantial social and business impact.
The PR Awards 2025 were awarded after evaluation by a committee consisting of 34 distinguished representatives from companies and academic institutes, chaired by Betty Tsakarestou, Associate Professor at the Department of Communication, Media, and Culture of Panteion University, Director at the Advertising and Public Relations Lab (#ADandPRLAB) & Scientific Coordinator of the CREATIVE+ Innovation and Entrepreneurship Hub of Panteion University. IN-TOUCH COMMUNICATIONS Founder Vassilis Lolas was the coordinator of the evaluation committee.
The award ceremony was presented by journalist Petros Koublis and Marketing Week was the Official Publication.
Clip News on the side of PR professionals
As the main sponsor of PR Awards for the second consecutive year, Clip News not only supports the PR Awards institution, it also stands on the side of a developing, bold and inspiring community. In the era of real-time data, AI and constant flow of information, the value of proper publicity monitoring and analysis is more decisive than ever. By actively supporting the PR sector, either in-house brands teams, or PR agencies, we invest in Media Monitoring and Consumer Intelligence tools that give communication professionals a strategic advantage and turn data into meaningful narratives.
A special moment for our team
The award of the Platinum Award to GRAVITY THE NEWTONS for the “Wake up. It’s time to sleep!” campaign, in cooperation with IKEA HOUSEMARKET, was a particularly special moment for Clip News. The award was presented by Clip News Media Intelligence Vice-President Katerina Kechagia, honouring a team that managed to distinguish itself in the Best PR Campaign per Sector category thanks to its strategy, sense of humour and sensitivity.
The highlights of this year’s event
With increased participation, (+22% in terms of projects and +18% in terms of companies, compared to 2024), the PR Awards 2025 proved that communication in Greece has levelled up.
Among others:
- Alpha Bank was awarded the In-House PR Team of the Year award
- MSL/Publicis Groupe was awarded the PR Agency of the Year award
- The “National Insurance: Here, for the day-after” campaign was awarded the PR Campaign of the Year award.
- Moreover, “Shedia” was honoured for its social work, with a distinguishment that reminds us that communication can serve as a catalyst for social change.
We continue to stand on your side
For Clip News, supporting the PR sector is not just a ceremony or a hashtag. It is a constant commitment to the supply of quality information with reliable publicity data, technological innovation and substantial cooperation.
As Clip News Vice-President Katerina Kechagia stated after the award ceremony:
“Clip News had the pleasure to once again support Boussias Events PR Awards, an institution that highlights excellence, innovation and the power of communication. In times full of challenges and opportunities, where social media and AI set new rules in the fields of communication and PR, Clip News remains dedicated to offering advanced and reliable media monitoring and consumer intelligence solutions. Our aim is to strengthen PR and corporate communication professionals, by supporting their work with accuracy, speed and innovation”. 
Congratulations to all participants, especially the winners, who shape the future of Greek communication with inspiration and boldness. Learn more about how Clip News supports the PR sector with real-time Media Monitoring and AI tools.
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