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Introduction
In the era of digital communication, publicity analysis or media analysis is an important part of the communication strategy of corporations operating in the broader financial sector. Such corporations carry out their activities in an ever-changing environment, in which crisis management, competition analysis, consumer research, and product or service improvement, require detailed and continuous information. Such data, especially from online Media (websites, blogs, forums, social media), help communication strategy and marketing professionals make timely decisions based on the trends of the digital environment, remedy unwanted developments and improve communication with consumers.In a few words, publicity analysis services highlight the value of media data and their importance for contemporary entrepreneurship. They enable managers to exhibit foresight and adaptability, improving their ability to achieve their goals and allowing their companies to maintain a competitive position in their sector.
Case study
In the present case study, we focus on the case of a real Greek company in the economy sector. Clip News undertook the challenge to process and analyze 40,000 references per month (after the removal of unwanted or false data) from online Media, related to the brand and its key competitors.
Approach
To respond to the above needs, we designed the following approach:
- Categorization of brand and competition topics:
Our expert analysts complete the processing of media references daily, adding tags per topic or category. Moreover, they perform sentiment analysis for media references (positive/neutral/negative), enabling our corporate client to understand how consumers interpret each topic.
- Daily morning briefing via a summary report:
We provide daily summary publicity analysis reports via e-mail. These reports include insights and the most important news of the past 24 hours related to the brand and its competition.
- Weekly and monthly media analysis report:
Apart from the daily briefs, we provide weekly and monthly reports that offer more details on trends, along with a comparison with the competition. These reports include the volume of relevant references (buzz), the time evolution of a topic, sentiment analysis, the most important sources based on Media traffic or gravity, as well as other pre-agreed metrics.
- e-mail alerts:
This service supports our corporate client in case of abrupt changes in the volume of references or when pre-defined keywords with a negative sentiment tone appear in the Media.
- Ad hoc crisis reports:
In case of significant negative publicity over a topic, we provide ad hoc media reports that present the evolution of the volume, sentiment analysis and other significant metrics for the topic under examination.
Results
Based on the above approach and the feedback we received from our corporate client, media analysis services seem to have many benefits, adding value to publicity monitoring with tangible results for the recipients of the reports. More analytically, they provide:
- Complete briefing on topics related to the brand and competition:
Our client can monitor significant topics that stand out in Online media based on the volume of references, better understanding competition developments (announcements, press releases, new launches), and identifying opportunities for further improvement.
- Daily tracking of topics with a negative sentiment tone for spotting potential crises:
Constant media monitoring allows the company to trace negative topics with a small number of references, preventing potential publicity crises and taking timely action in such cases.
- Visualization of data for better understanding:
The use of graphs and detailed explanations allows our client to quickly draw conclusions from publicity data and make informed decisions. This way, the client saves time and does not have to go through thousands of data on the media monitoring platforms used by our specialized analysts.
- Metrics contributing to the better understanding of data:
The use of metrics, such as Share of Voice (SoV), sources breakdown, total sentiment and sentiment per topic, contributes to a more comprehensive understanding of the brand’s publicity and its more effective comparison with competition.
- Total publicity presentation with insights:
The conclusions (insights) of the media analysis reports, always based on publicity data, are combined by our client with information from other sources, such as market research or consumer comments from call centers, and are incorporated in the company’s communication and marketing strategy with the purpose of: understanding consumer trends, improving products or services, and avoiding negative publicity crises.
In conclusion
To sum things up, our approach for this particular case offers an integrated picture of the brand’s publicity, its key competitors, and the sector’s trends depicted in online Media (news sites, blogs, forums, social media).
By combining various media analysis services, such as daily briefs and weekly/monthly reports, our corporate client has the ability to stay informed about the latest sector developments, take corrective action promptly if needed, and act proactively in the future.
At the same time, the presentation and analysis of useful metrics give media data true meaning. They play a pivotal role in shaping the company’s broader communication and marketing strategy, enabling a more effective approach to consumers and reinforcing the brand’s position in the market.
Combine our services for your benefit and get a comprehensive overview of all your publicity’s aspects.