Information spreads at warp-speed. It travels near-simultaneously through traditional media outlets and social media. Along the way, many people can share and comment on your news, creating a higher risk of your message being distorted, your words taken out of context, or false information being spread.
Breaking news events are particularly susceptible to this phenomenon. There are many reasons that mistakes happen. There’s the initial rush to report the news, the “unofficial” commentary, confused bystander reports, and simple human error. In the past, such mistakes had limited reach, as they were generally stuck on paper or gone once broadcast. Today, however, social media can amplify the error – and in a fast and furious way.
When the media get information wrong, it can have serious repercussions for many types of organizations. For example, during a dangerous event – such as a bombing or a natural disaster – misinformation can hinder police as they try to keep the public safe. Correcting each and every instance of misinformation becomes both paramount and a daunting task.
Similarly, food companies with recalls have an imperative to get the word out to as many people in a community as possible. But there’s no guarantee their news might make the local nightly news broadcast in areas most affected by the recall. No news isn’t always good news.
How do you halt the spread of misinformation?
Here are six ways you can ensure the media have the correct facts and are relaying your messages accurately.
Build Relationships Early
Good media relationships are the cornerstone of excellent public relations. Get to know local and national journalists before tragedy or crisis occurs. While it’s not possible to know everyone reporting on your story, it helps to have a few you can work with to correct the facts.
Develop clear messages and FAQs
If the breaking situation you find yourself in isn’t on your list of probable crises, hold an emergency session with your CEO and internal experts to develop a set of clear messages and frequently asked questions. Bring with you video clips of the news so that others can see how the media is framing the story to the public. This will help you craft more effective talking points.
It’s important to put these on paper and share with anyone speaking publicly about the event. When everyone speaks to the same bullet points, confusion and misinformation are minimized.
Train your spokespeople
Ideally, your spokespeople are a critical and integral part of your crisis plan, and therefore well prepared for on-camera interviews. It’s better to prep a trained spokesperson with the right messages, than risk putting someone inexperienced in front of a microphone. You can download our media training kit here.
Put comprehensive media monitoring in place
One “citizen journalist” uploading a video to a small, local station or YouTube can cause the news to quickly get ahead of you. Your monitoring system should be capable of tracking all markets all the time. You can’t correct misinformation if you don’t know it’s being shared – or where it has appeared.
And while you must monitor traditional, digital and social channels, it’s dangerous to assume that monitoring the Internet provides comprehensive coverage. Most news broadcasts are not available on the Web.
Pay attention to tone and graphics
Be aware that nuances in tone and context may shift the real meaning of words. Broadcast news is particularly influential because it engages multiple senses. An anchor’s body language and tone of voice, along with any accompanying graphics or tickers can have a powerful impact on what viewers think and feel.
The rapid-fire conversation in social media makes it particularly difficult to stop misinformation. It’s far more effective to halt the train three feet out of the station than 10 stops down the tracks. Identify and correct misinformation as close to its origination point as possible, as near to its release as possible.
No organization operates in a vacuum, as every business and PR executive knows. External forces can quickly influence business strategy or put a brand’s reputation at risk. That’s why the monitoring of trends and emerging issues is essential, especially for businesses that operate globally or across multiple regions. By knowing what is being said on TV or radio, businesses will be aware of changes in consumer perception and behavior.
For example, airlines, automotive manufacturers, and travel businesses are all susceptible to shifts in commodity pricing, disruptive events, or changing market conditions. A case in point is the potential impact of the price of oil, which has dropped quickly since July 2014. Some analysts are predicting the price of crude may fall further yet, to a low of $30 a barrel.
This is a boon for consumers looking to fill their gas tanks cheaply or hoping to find deals on other goods. But for the airline, automobile, and travel industries, the falling price of oil opens up new opportunities at the same time it presents new risks.
But by keeping a close eye on shifting public opinion, business executives can make timely adjustments to their strategic plans. And PR executives can manage perceptions by correcting misinformation quickly.
Television news is the dominant way Americans get their news, according to the Pew Research Center, and most people turn to local broadcasts. For industries with customers in local markets around the globe, it’s vitally important to understand exactly how issues are playing out in every region on TV.
For example, the airline industry can monitor the business and travel broadcast programs for on-air discussions about the relationship between oil prices and airfares. Airlines recently have reported big profits because of the fall in oil, but they’ve resisted lowering airfare. Clearly articulating the business reasons for this position is crucial for managing their reputations.
Local news broadcasts, in particular, can help both the airline and travel industries identify shifts in consumers’ summer travel plans. As the price of oil falls, road trips in the family car become more palatable (plus, you can bring the dog). By monitoring the morning shows and travel programs, changes in preferences can be identified early to adjust seat availability and maintain profitability.
Likewise, the hotel industry can monitor discussion and adjust rates, offer discounts, and partner with airlines or car rental companies to present more attractive travel packages.
Issues monitoring can inform the long-term business strategy of the automobile industry, too. Oil prices are expected to stay low only through the end of the year, but if that prediction changes, automotive companies could experience changes in consumer tastes. As has happened in the past, cheaper gas is likely to fuel an interest in larger vehicles.
Monitoring an issue is as important as tracking your brand name in the media. Issues that impact entire industries present a reputational risk to individual companies and potential opportunities that shouldn’t be overlooked either.
Having a good broadcast monitoring program in place is crucial as it can help businesses track changes in consumer sentiment, and uncover potential opportunities that can have positive effects on the bottom line.
I’m proud to announce that we’ve been named to the Marcum Tech Top 40 list of the fastest-growing technology companies in Connecticut, and we’re looking forward to the award ceremony today at the Oakdale Theater in Wallingford, where the finalists in each category will be announced.
TVEyes was named a top technology company in the New Media, Internet, and Telecom Technologies category.
It’s great to be recognized as one of the leading technology firms in our home state based on the last four years of revenue growth. Over the last four years, TVEyes revenue growth has truly been spectacular, as we continue to deliver transformative media monitoring and research services that span the globe. Nearly 3,000 customers rely on our end-user and API services and we thank each of them for their continued confidence.
Achieving market-leading growth over the last four years has required an intense focus on customer needs, expanding our lead in international coverage, improving service and competing effectively in the market. Our hard-working team members each deserve recognition, as this award is really about their achievements and dedication.
Now in its seventh year, the Marcum Tech Top 40, co-sponsored by the Connecticut Technology Council (CTC) and Marcum LLP, recognizes technology leaders in six industry sectors: advanced manufacturing, energy/environmental, IT services, life sciences, media/internet/telecom, and software.
The Marcum Tech Top 40 awards program is being held this evening at the Toyota Oakdale Theatre in Wallingford, Conn. One company from each of the six industry verticals will be named overall winner for achieving the greatest percentage revenue growth across all the technology verticals.
Free Media Training Kit Offers TJ Walker Video, Books and TVEyes Tip Sheet.
We’re pleased to offer a unique media training kit featuring an exclusive video and two media training books from TJ Walker of Media Training Worldwide. The kit also includes our own Tip Sheet on how to make media training better by integrating broadcast monitoring into your plans.
To help make our kit as valuable as possible, we reached out to TJ Walker of Media Training Worldwide. Considered by many to be one of the most effective media trainers anywhere, he agreed to create a video detailing his top recommendations for integrating broadcast monitoring in training sessions. He also provided two of his books, “Media Training A-Z” and “Media Training Success: How Anyone Can Become A Media Pro In 20 Minutes,” two of his most popular books. On top of that, we created a Media Training Tip Sheet that digs in deep on how to use a broadcast monitoring service in media training.
Our “Top 10 Tips Guide for Media Monitoring for Media Training and Interview Preparation” provides specific recommendations on how to integrate media monitoring with the training curriculum. It recommends that you:
- Create an archive or library for future reference
- Show good and bad interviews
- Demonstrate the impact of posture and body language
- Review previous TV appearance
- Capture and review segments in advance of inteviews
- And more…
The fact is that you can do a much better job in media training for TV interviews if you have strong video materials to work with. This requires searchable access to broadcast television. And that’s where we fit in… if you’re investing in media relations and media training, you need TVEyes.
You may download the free media training kit at this link or hit the button below. We hope you find it useful.
When you’re running two or three events a month across the country and growing in the U.K. and Europe, you need a mightily efficient operation. And your media relations team will be extremely busy as each event can draw tens of thousands of participants and close roads in major metro areas for a full day.
Competitor Group has a unique place in the sports events business with its Rock ‘n’ Roll Marathon series which combine marathons, half-marathons and live concerts by national and international recording stars. Media coverage of its events is a key value that is counted on by sponsors, primarily national and global brands, and important charities as well. In fact, Rock ‘n’ Roll Marathon events have raised more than $300 million for charities over the last 16 years. And more than 450,000 people will participate in its 28 events in 2014.
Competitor Group’s PR team relies on TVEyes Media Monitoring Suite to help it manage media in advance and during its events as well as report coverage earned to sponsors and charities. They’ve reduced costs and gained operational efficiency by relying solely on TVEyes for broadcast monitoring and reporting.
“Being able to monitor TV coverage in a timely manner for each of our events is critical to our success,” says Dan Cruz, director of public relations for Competitor Group. “TVEyes enables us to easily track media mentions and report the breadth of coverage to sponsors, partner charities and colleagues, and at a reasonable rate.”
This week we officially opened our new HQ in Fairfield, Conn. After outgrowing our prior space about three years or more ago, it feels great to spread out in a state-of-the-art and purpose-built facility. I couldn’t be more pleased and grateful. The growth we’ve achieved was hard-won and earned every day by our sales executives and built on the unmatched systems our engineers created. The loyalty of our customers and employees is truly unusual in today’s world and I believe it speaks to the service level we deliver and values we project though our strategic and everyday management of the business.
The official opening of the offices was marked with a traditional ribbon cutting attended by Connecticut Senator John McKinney, Rep. Brenda Kupchick, Rep. Kim Fawcett, Rep. Tony Hwang, and Fairfield First Selectman Mike Tetreau. The event included all our employees, the team that designed and built-out our space, and a few key partners. A special surprise was the presentation of an aluminum plaque to me by the team; I am constantly amazed and impressed at the dedication, creativity and accomplishments of our employees. They’ve truly built the business with me.
Our new offices represent opportunity to grow on many fronts. We’ll be able to add staff for customer service, support and training, as well as technologists to accelerate the development of new language models as we expand internationally. We’ll also be able to hire staff and interns in technology and business development, as we now have the space to do so. We’ve also made technology, infrastructure and ergonomic investments to increase the efficiency of work in the office and resilience of desktop and office computing resources
We also have a state-of-the-art conference facility that will make working sessions for our team and with our business partners much more effective. Expansion within our building will be easily accommodated as we grow.
For customers, our new HQ represents an investment in continuing to serve you better, with the most reliable, efficient and comprehensive broadcast media monitoring service available anywhere. For partners, this investment means we’ll continue to provide the deepest and most useful TV and radio feed via the industry’s richest set of APIs, and further our lead in international markets.
The building, which we acquired in 2013 and gut-renovated, started its life out in 1938 as a print shop. It seems fitting that it has found new life supporting a 21st-Century media company like ours. You can learn more about our offices by reading the news release and also this article in the Fairfield Citizen.
Let me finish where I started. Thank you to the TVEyes customers and employees who have made it possible for us to achieve the success we have to date, and for your continued confidence as we grow and expand.
Crisis and incident readiness planning – supported by sophisticated, automated media monitoring — is the best way to get ahead of the news cycle, organize your responses, and practice with your team to maintain a state of readiness.
Is your organization ready for a crisis? Take this quiz to find out:
- Do you know what your CEO’s top one or two “lie awake at night” scenarios are?
- Do you have and use a process for anticipating a crisis or reputational incident?
- Do you have a process to monitor local and regional activities and publicity/media coverage?
- Do you monitor broadcast, print, and social media 24/7?
- Do you have an effective mechanism to alert you to a crisis or reputational incident directly or indirectly impacting your organization?
- Do you know when and how first responders contact your organization?
- Is there a first response process in place?
- Is there a second response process in place?
- Do you know who is on call to be notified in a crisis and are they media trained?
- Have you evaluated which region, district, business line or facility is more likely to have an incident and why?
If you answered no to one or more questions, your organization is not ready to face a crisis or reputational incident. Downloading our crisis management playbook is a good place to start your journey to crisis preparedness.
TVEyes offers a free crisis management playbook that demonstrates how broadcast media monitoring can help you to create the crisis-ready organization. Download it today!
Today we announced that we’re formalizing a partnership with Italy’s PerVoice S.p.A. by forming a joint venture to build language models for the TVEyes Media Monitoring Suite as well as our data feed products. Having our own majority-owned “language foundry” will enable us to drive the development of new language models in direct response to market requirements. Our 80 percent ownership in the JV means that we can continue to serve government and military customers seeking U.S.-owned suppliers.
Since we started working with PerVoice two years ago, we’ve added six new languages to the TVEyes Media Monitoring Suite. We expect the pace to accelerate with the formation of the JV, as its sole purpose is to work closely with PerVoice technologists and linguists on the development of new language models. You can see the current list of markets and languages served by TVEyes here on our Website.
TVEyes Language Technology further cements our position as the undisputed leader in global broadcast media monitoring. We will continue to build new monitoring facilities around the globe where we see opportunity and in response to specific language / country requirements of our customer base.
You can read the news release here.
If you’d like to speak with us about creating a language model for your country-specific application, please call sales at +1 203-254-3600 or email@example.com
We’re continuing to make good progress in our plan to “wire the world” with country-by-country expansion of direct selling of the TVEyes Media Monitoring Suite and partnerships with leading media monitors in important markets like Italy. Today we announced that L’Eco della Stampa, the dominant media monitoring provider in Italy, will utilize TVEyes broadcast search infrastructure and Web user interface to enhance its service offering. You can read the news release here.
A combination of proprietary and partner-supplied speech-to-text technologies enables TVEyes to provide highly accurate keyword-indexed transcripts of television and radio broadcasts within moments of airing, so you can search and be alerted to keywords and phrases of interest.
If you represent a media monitoring company and would like to add real-time and historical TV and radio monitoring and search for your market, in your native language, please contact us at firstname.lastname@example.org or +1 203 254 3600 x100.
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TVEyes WebsiteTVEyes Home Page Find out more about our Media Monitoring Suite, the only unlimited use, fixed cost TV and radio search, monitoring and clipping service.
- Getting the Message Right: Halting Misinformation in Its Tracks
- How Issues Monitoring Using a Broadcast Search and Monitoring Solution can Shape Business and PR Strategy
- TVEyes is a 2014 Marcum Tech Top 40 Winner
- Media Training for TV Interviews Made Better with Broadcast Monitoring
- Broadcast Media Monitoring and Closed Captioning
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