Broadcast media content provides incredible value and intelligence for a wide range of our clients, including public relations professionals, executives and even private investors.
For example, video and audio segments can prove the value of the PR team to others across the organization. A review of relevant clips can help a journalist investigate a story. For decision-makers, the ability to pair broadcast media metadata with organizational measures is highly prized because it helps to drive strategy.
To make it easier for customers and partners who would like to provide their users with customized broadcast media data, TVEyes offers several API solutions.
These easy, affordable options deliver video and audio content into any platform or application, allowing our customers and partners to provide added value to their internal teams or customers.
Our APIs can save time and increase productivity by making customized broadcast media, transcripts and other metadata easily accessible from your intranet, internal application, or customer-facing platform.
To help you learn more about TVEyes’ API solutions, we’ve put together this free guide explaining how your development team can work with us to make broadcast content more accessible to your customers or internal teams.
In this guide, you’ll learn more about:
- The benefits of an API based solution.
- TVEyes Saved Search API, which allows you to receive a filtered, near-real-time feed of broadcast media specific to your interests.
- TVEyes Page Feed API, which offers the full firehose of broadcast media content for discovery and analysis.
- TVEyes MediaView API, which enables you to embed a media player on your intranet, website, or customer-facing platform.
- How TVEyes collects its data globally – and what makes it unique.
Download this free guide today and learn how to make the most of your broadcast media content using TVEyes API Solutions!
Winning a Cannes PR Lion can instantly catapult your agency into the top tier of PR firms worldwide. But what does it take to put together a winning creative and innovative campaign and how can you promote your achievements after the ceremony?
Global PR firm Ketchum has won numerous awards, including nineteen at Cannes. It’s was an active participant in this year’s festival, where it hosted two panels on the main stage and sponsored the Young Lions Marketers competition. That’s why we’re thrilled to have the opportunity to talk to Betsy Quinn, partner and global awards director, to get an inside look at why Cannes is so important for the PR industry, and what makes a great entry.
Betsy’s answers are sure to inspire you to submit an entry in the future. As you plan your next campaign with this award in mind, remember that broadcast media monitoring can play a valuable role in making a brilliantly creative campaign. With it, you can research trends, gain inspiration from past award winners and report results of both the campaign and the festival. To help you make the most of this tool during the campaign planning and awards process, we’ve incorporated a few of our own tips into our conversation with Betsy.
What do you think sets Cannes apart from other PR awards programs?
Cannes is the largest and arguably the most highly respected global creative awards program today. Once exclusively an international advertising festival, Cannes has rebranded itself as a creativity festival in recent years, and added a show division dedicated to PR in 2009 to embrace all forms of marketing communications.
Having said that, the bar remains very high for PR campaigns and for PR agencies, since we tend to enter predominantly earned media-driven campaigns, but are often up against larger, bigger budget, integrated campaigns led by ad agencies. So when our industry’s work and ideas do break through, it is a true testament to the impact public relations and our form of earned influence can have for our clients.
• TVEyes Tip: Let your team be inspired and motivated by the best. Use broadcast media monitoring to research past Cannes winners and analyze clips and news segments to learn why they were so successful. You can also set up alerts to track ongoing winning campaigns as a way to benchmark your own progress.
What do you think are the key attributes of a winning entry?
Winning really all comes down to the brilliance and effectiveness of the creative idea, and the ability of the entrant’s case film to communicate it in a clear, emotionally moving and memorable way. There are more than 2,200 entries in PR Lions this year – so the idea behind your work must markedly stand out in the crowd. Cannes awards originality and creative bravery. Truly transformative thinking and ideas. Importantly, did the work lead to social change or good, or have a demonstrably positive impact on people or the communications business?
In our experience, social purpose campaigns have performed very well at Cannes in recent years, because they elevate the work above selling products, and their impact translates universally.
• TVEyes Tip: Broadcast media monitoring can illuminate how social issues play out in the media and help PR teams understand which messages will resonate best for a transformative campaign. Evaluate news segments to develop a deeper understanding of the forces driving a particular issue, and identify cultural trends, buzzwords and hot buttons that can be used to connect with target audiences and influence change. Archive coverage to track evolving stories and reportorial point-of-view.
Leading up to and during Cannes, how do you promote your brand and/or shortlisted entry?
Our delegates will produce provocative thought leadership content for Ketchum properties and other platforms. We also are thrilled to showcase some of our award submissions in partnership with our clients on Ketchum.com.
• TVEyes Tip: Broadcast monitoring tools such as market share heat maps, which show the concentration of coverage in particular regions, can provide a visual representation of your campaign’s reach and influence. Social change also can be measured with trend charts that show how long your campaign has kept the conversation going in the media as well as key turning points in the discussion.
After the Lions, what are one or two of the best – or most unique – ways you continue to promote your investment in the event and/or a win?
Upon our return from France, our main goal is to immediately share our learnings with our clients, colleagues, and other members of our community. Cannes is the ultimate ground for learning and idea incubation. Throughout the festival, our delegates are absorbing everything they can and forming and interpreting actionable new insights that we believe can deliver value to our clients.
We curate the best of our thinking and host a global webinar. We also take a Cannes inspiration show on the road directly to our clients, and develop useful trend reports highlighting all the rich knowledge gained.
• TVEyes Tip: Review media coverage of the festival and your award-winning campaign to understand how the media is discussing its merit’s. Incorporate these takeaways into your post-event discussions with employees and clients. Identify key themes and leverage them to shape future campaigns.
Winning a Cannes PR Lion is a prestigious and coveted honor. At TVEyes, we wish to congratulate all of this year’s winners – and hope we can inspire next year’s top campaigns. Discover how TVEyes can enhance your PR campaigns by requesting a free trial.
It’s simply impossible to craft and execute a successful public relations strategy without research. A good strategist will begin the process by asking a few essential questions: Which media outlets are likely to cover our story? Which journalists are likely to be adversarial? Who can I count on to be friendly? What other issues might have an impact on our story? What are our competitors doing?
One of the best tools PR strategists have at their disposal is broadcast monitoring, which is highly effective in answering these questions.
Here are three ways to use broadcast monitoring research to sharpen your strategy.
1. Stay on Top of Coverage Spikes
From the outset, strategists need to have a firm grasp on past news coverage. Understanding when and why your brand has been in the news will help you identify and evaluate emerging issues.
If your brand is consistently in the news, your news coverage likely follows a standard pattern. But when that pattern is disrupted – for example, your coverage suddenly doubles overnight – you’ll need to investigate what’s behind the changes. Broadcast monitoring enables you to drill down into the coverage, discover what is driving it and determine whether you need to take action.
One brand that is routinely covered by broadcast news outlets is Netflix. Every entertainment show across the country regularly discusses the streaming service’s original programming. Segments may cover news about a season being renewed or updates on a leading actor. And while spikes and dips are normal for the brand, the brand’s coverage rose significantly on one day in late March. Digging into the specific broadcast coverage for that day, there’s evidence the spike largely was driven by news reports that the company had been throttling its content to AT&T and Verizon mobile subscribers. Of the 2,251 mentions of Netflix, more than 700 were about this topic.
2. Are the Right Media Covering Your Story?
Total audience data for each program is a must-have input for evaluating media targets. With broadcast monitoring, you can assess not only the audience size for each program, but the estimated value of airtime in front of each audience.
On its own, the value advertising equivalency is limited, but as a way to put coverage in context, however, it can yield some very powerful insights by providing a point of comparison. Using this analysis, you can assess the value of your ongoing coverage and ensure the right outlets are covering your story.
When singer Jessica Lowndes and comedian Jon Lovitz fooled the internet into believing they were engaged, coverage of the successful viral stunt spiked across hundreds of broadcast programs.
But a quick look at the data underscores how coverage differs among outlets. Discussion of the stunt on TMZ Live reached 2.3 million viewers and was worth $83,000 in airtime. By contrast, a segment on local news reached just 160,000 viewers for an advertising equivalent of just $9,100.
3. Learn From Your Competitor’s Coverage
When the competition makes a move, the resulting media coverage will factor greatly into your strategy. Brands can play to media biases and use news segments and media interviews that discuss their competition as a springboard to their own coverage.
For example, Tesla Motor’s media coverage spiked after it began taking reservations for the Model 3. But this is a wealth of data for its top competitor, General Motors, which has a competing electric vehicle, the Chevy Bolt EV.
By conducting its own post-mortem on Tesla’s coverage, GM can identify media opportunities for its own launch. Its PR team can target journalists who drew comparisons between the two vehicles or craft messages that more sharply differentiate the Chevy Bolt EV.
Broadcast monitoring is an especially valuable resource for gathering important intelligence about media outlets, journalists, and the competition. PR professionals who use it to build strategy will glean insights that lead to stronger results.
Download our free playbook to learn more ways PR agencies can use broadcast media monitoring to sharpen their strategy.
Every day, public information officers must effectively communicate news and information about their organizations with speed and accuracy. And because most of their work is reactive, immediate access to what the news media is saying is imperative.
This makes broadcast monitoring an indispensable tool. It ensures PIOs can deliver accurate responses about breaking news to the public quickly, monitor emerging issues and keep leaders informed. Here are five ways PIOs can incorporate broadcast monitoring into their duties.
1. Tracking Relevant Issues
Even when the news isn’t about their organization, PIOs often need to keep track of issues that could impact their operations. For example, when a story about a large school district breaks nationally, PIOs in districts around the country need to be ready with talking points. Thus, staying on top of emerging issues is an essential part of the day-to-day responsibilities of the PIO. By setting up broadcast monitoring alerts on a variety of topics and having breaking news delivered in real-time to his email account, the PIO can be confident he’ll be ready when the press calls.
2. Improve Spokesperson Performance
While PIOs are the primary personnel speaking to the media, they still frequently need to put other leaders and experts on the air. Regular spokesperson training can minimize errors and boost the confidence of their officials. Clips of news segments are an especially exceptional tool for trainers, who can use them to show examples of how to manage an on-air interview. Less seasoned spokespeople can learn valuable lessons about fielding tough questions, and they can learn from segments that did not go well.
3. Gather Media Intelligence
Similarly, broadcast monitoring clips can provide important intelligence about media outlets and specific reporters that is invaluable for pitching and message development. By analyzing coverage and assessing the particular angles each station takes, PIOs can gather useful guidance about who they should pitch, who should be avoided and who needs to be educated about the topic. In addition, messages can be evaluated for consistency and pickup, and then adjusted as necessary.
4. Crisis Planning & Management
When a crisis hits, advance preparation can make all the difference. Broadcast monitoring is a particularly effective tool for crisis planning. When a crisis hits another organization – a school district or police department in another region – the PIO can follow the situation as it unfolds and analyze the organization’s response. The lessons learned can be incorporated into a plan and can improve the outcome if the PIO is faced with a similar crisis.
If a crisis does occur, broadcast monitoring enables a speedier, more comprehensive and effective response by helping the PIO understand how his organization is being portrayed by the media. Talking points can be adjusted in real-time and misinformation can be corrected quickly.
5. Sharing Success and Coverage
Keeping superiors updated about media mentions and emerging issues is a daily task for PIOs. With broadcast monitoring, the PIO can offer their leaders valuable insight about media perception of their organization, audience data for each segment in which it is mentioned, and the actual clip for viewing. This level of detail is important for assessing reputational impact as well as evaluating the success of the public information program.
Whether they are managing public appearances, reporting on-the-scene, or interacting with the media on sensitive issues, PIOs will find timely and historical access to broadcasts especially valuable for more effectively shaping and delivering their messages.
Learn more about broadcast media monitoring with TVEyes by requesting a demo today.
Long before the Academy Award nominees are named in mid-January, the conversation about the film industry’s biggest celebration begins to percolate. While a noteworthy portion of this discussion happens in glossy magazines, the arts pages of major newspapers and in social media, television is the predominant medium for speculation about winners and the fashions they’ll wear.
Whether it’s Jennifer Lawrence joking with Jimmy Fallon on Late Night or musings about who will wear the best dresses on the red carpet, the ceremony gets a significant amount of airtime in the weeks leading up to the big night.
For this reason, broadcast monitoring must be an integral component of any communications strategy: an actor concerned about her image will need to track name mentions; an advertiser will want to share clips of earned coverage; and activist groups will need to know how their message plays across the media spectrum.
In watching the awards, we identified four takeaways about broadcast monitoring that brands should know when they plan for the biggest event in their industry.
1. How to deal with emerging issues
This year’s awards were marked by controversy, and both the host and the winners used their time on the stage to address activist issues. For example, when the nominations became public and no actors of color were nominated, #OscarsSoWhite became an emerging issue for the Academy, making a response necessary and almost certainly spurring changes to its communications plan.
When a challenging issue emerges, broadcast monitoring can help organizations develop a more effective crisis communications plan and fine tune messaging. By tracking and analyzing how the broadcast media are reporting on the issue in the days leading up to a big event, organizations can glean valuable information needed to mitigate risk to their brand.
2. Stay on top of brand mentions
It’s imperative for publicists and public relations professionals to stay on top of breaking news about their clients and brands to avoid being blindsided. Even well-seasoned actors can make off-the-cuff remarks that quickly spiral out of control.
When Best Actress nominee Charlotte Rampling offered her opinion about diversity in the Oscars on Europe 1 Radio, her words were shared by broadcast media around the world.
She quickly clarified her position, but this type of situation reinforces the need for immediate notification of media mentions. Brands and publicists can set up alerts on broadcast monitoring tools like TVEyes and have the latest news delivered directly to their email inbox. This enables them to jump into action quickly and quell any media criticism.
3. Share clips immediately
There were many moments during this year’s show that filmmakers, actors, nonprofits and advertisers were likely to find extremely valuable and share-worthy. Broadcast monitoring tools like TVEyes make it possible to immediately share clips of coverage with employees and executives.
For example, the White House staff working on the administration’s ItsOnUs.org public awareness campaign was likely to be excited about sharing a clip of Joe Biden’s speech to both political leaders and internal staff.
4. Measure results
Like many events of its size and importance, the Oscars ceremony has an international reach and is a significant investment for any Hollywood player or advertiser. But filmmakers and brands need to know if their involvement has an impact on the specific audiences they’re trying to reach. Thus, being able to evaluate reach is essential for understanding return on investment.
Broadcast monitoring tools such as market share heat maps, which show the concentration of coverage in particular regions, can help brands better measure their impact. And trend charts can help advertisers evaluate how long they were able to sustain conversation in the media, while activists can track how quickly their emerging issue vanished from the news cycle.
These four lessons aren’t just Oscar-worthy. They can be applied to just about any event or communications campaign of any size. Keeping your finger on the pulse of news that affects your business, being able to address potential issues early, as well as analyze and share results immediately are essential components that are likely to increase a PR campaign’s success. Learn more about using broadcast monitoring to stay on top of breaking issues and controlling the story with our free playbook Broadcast Monitoring for PR Agencies.
Long before storytelling became the cool buzzword in business, it was – and still is – the heart of the public relations professional’s craft. The most successful media relations professionals are consummate storytellers, and the best PR strategists are those who have honed their ability to identify and shape vivid, emotionally driven stories about a brand, product or client.
A story or brand narrative offers an organization several benefits, as storytelling expert Thaler Pekar wrote in Stanford Social Innovation Review. “When an organization embraces narrative and applies it throughout its work, brand identity is clear and appealing; audiences are quickly and sustainably engaged; leaders appreciate and strategically share stories; and knowledge is easily gathered and shared.”
When crafting a narrative, PR pros commonly turn to two tried-and-true methods for uncovering an organization’s story: interviews of leaders and employees; and customer surveys. Both of these approaches produce shareable stories and contribute to the overarching brand narrative. But are PR pros missing an important perspective if they focus exclusively on these two research methods?
They may be missing out on one source that is highly influential: broadcast media. When crafting a brand’s story, it’s important to keep in mind that nearly all U.S. homes have a television, and broadcast TV is still the dominant way people get their news, according to Pew Research Center. In fact, the audience for evening network and local TV news increased in 2014.
Broadcast media, then, offers an important perspective that should be wrapped into the brand narrative. Its inclusion ensures the company’s story will resonate – and travel – across all audiences and all media platforms.
PR professionals can use their broadcast monitoring tool to conduct a content analysis of relevant TV and radio segments. For example, they should review clips for mention of the brand and its key messages. But they should also conduct an intense content analysis, which will produce valuable information beyond these basic findings.
Start by researching key issues and topics, competitors, partners, vendors, NGOs and other stakeholders. Here are just a few of the questions you can use to evaluate the clips.
- What are the hosts or news anchors saying about your company and issues relevant to the narrative you’re crafting?
- What facts are accurately reported? Which are inaccurate?
- Does the show or segment demonstrate any preconceptions about your company or relevant issues?
- What are the various angles they are presenting?
- Who do the media outlets believe are the heroes in the story? Who are the villains?
- What are the stories your competitors, partners, NGOs and other stakeholders are telling?
- What visual elements are being used to tell these stories?
In addition, your broadcast monitoring tool can help you understand and compare the impact of various narratives. Data visualizations – such as trend charts and heat maps – can help you identify which story threads are worth pursuing.
This kind of third-party analysis and feedback provides a 360-degree view of the brand and the stories it would like to tell. With it, PR professionals will be able to shape a brand narrative that not only fits the company and aligns with its key stakeholders, but also is more likely to be credible and widely shared.
Learn more about using broadcast media monitoring to enhance your PR playbook with our free eBook “14 Ways Broadcast Monitoring Can Help You Grow and Improve Client Service”.
While business executives long have asked their marketing teams to provide quantifiable results of campaigns, they’ve demanded considerably less proof from their PR teams. Often, this is because PR is viewed as a “soft” discipline. Executives know intuitively that media coverage of a launch or announcement provides much-needed “air cover” that helps marketing efforts score higher.
But with data driving more and more business decisions, PR is getting greater scrutiny. Thus, executives are demanding that PR professionals show how their campaigns contribute to the business’s success.
Because broadcast coverage is highly influential – more than 95% of U.S. homes have a television and 71% of Americans watch local TV news – capturing and sharing metrics about PR placements on radio and TV is essential to providing a complete picture of PR efforts.
With TVEyes, PR teams can assemble reports featuring commonly used metrics, such as number of clips and the number of impressions. But PR pros can also use broadcast monitoring to provide C-suite executives with additional metrics and insight. Here are a few tips for using TVEyes to communicate the value of your broadcast coverage to your clients and executives.
Link your broadcast coverage to the company’s business objectives.
Broadcast monitoring can be used to show that PR is helping to achieve your business objectives. When the CEO appears on a talk show, a qualitative measurement of the talking points can demonstrate how well your message is being delivered and what improvements might be needed. While it’s tempting to simply supply viewership numbers, it’s far more valuable to provide an analysis of the messages that were delivered during the broadcast and how they align with business objectives. You can also provide an assessment of the reporter’s reaction to the message, providing an indication of whether it was positively received.
Tie broadcast coverage results to the company’s key performance indicators
When every PR team member understands how the company measures its success, it is easier to make the connection between broadcast coverage and business outcomes. For example, all businesses use revenue as a measure of success. While it’s challenging to concretely tie news coverage to an increase in sales, it’s not impossible. PR pros must become adept at asking for and analyzing sales data. If you’ve placed a product on a morning show, for example, you can review the sales data for an uptick in the days after the clip appeared.
Benchmark against the competition.
How a business is faring against its competition is a key metric for the C-suite. TVEyes makes it easy for PR teams to measure competitor coverage – a task that could take weeks if done manually. For example, with TVEyes, you can quickly create heatmaps that show the reach of every competitor’s coverage in each market and region. Viewership and publicity value metrics also help determine if your message is reaching more customers than your competitors.
Manage risk by tracking trends.
PR professionals can help the C-suite manage risk more effectively. Corporate reputation is often considered a leading indicator, and broadcast monitoring is an effective early warning system. With real-time alerting of your company’s mentions in local markets, TVEyes can help PR teams alert executives to emerging issues. Heatmaps enable you to track the spread of issues, enabling the organization to shift strategy as needed.
The number of segments and the quality of the placements will always form the basis of your PR metrics. But the PR teams that stand out are those that can provide the C-suite with metrics that align closely with company objectives and provide insights to guide strategic decisions. Using broadcast monitoring will help you move beyond the standard metrics and prove the value of your efforts.
Discover more ways your organization can benefit from broadcast media monitoring by downloading our free playbook Building the Case for Broadcast Media Monitoring.
My headline is a bit over the top, I’ll admit. But for police chiefs, sheriffs and law enforcement PIOs who have tuned into the Netflix documentary, “Making a Murderer,” it may have particular resonance. Many may be following the backlash against the Manitowoc County (Wisc.) Sheriff’s Department with some dismay – along with a sigh of relief that it’s not them in the hot seat.
And that seat is only bound to get hotter for the local sheriff’s department. Although the conversation started in social media, it has quickly spread to the mainstream media. Many of the major news outlets continue to cover the documentary, and eOnline reports that Investigation Discovery will air its own show focusing on what the producers omitted later this month.
If you haven’t seen the 10-part series yet, the story centers on the wrongful conviction of Steven Avery, who spent 18 years in prison for a crime he didn’t commit. Upon his release, he filed a $36 million suit against the Manitowoc County, as well as the former sheriff, Thomas Kocourek, and the former district attorney, Denis Vogel. Then, Avery was arrested, charged and convicted in the murder of another woman.
The documentary, released over the holidays, raises the possibility that Avery was framed by the Manitowoc County Sheriff’s Department for the 2005 murder of Teresa Halbach – in retribution for his civil lawsuit.
An overwhelming number of viewers have reacted with outrage. Fans started online petitions seeking a pardon for Steven Avery, collecting more than 360,000 signatures before both governor Scott Walker and President Obama weighed in.
But perhaps more troublesome for the Manitowoc County Sheriff is the backlash against the department, which says it has received “hundreds of voice-mails and dozens of emails from around the world.”
It’s an interesting case study in crisis and reputation management for law enforcement officials, government leaders and PIOs. How do you respond when the Internet, investigative journalists and Hollywood come knocking on your door?
Manitowoc Sheriff Robert Hermann told local Milwaukee station WTMJ: “We’re not happy about it, but I don’t know how we can change that. Social media is very powerful. People are drawing conclusions after watching a few hours on a trial that lasted six weeks.”
Of course, every PIO should have a crisis management plan in place long before a crisis emerges. But the Internet moves fast, making it hard to plan for every scenario. And given the overwhelming response, it’s easy to see how the department might be stumped about how to get their part of the story out.
However, there are proven best practices for managing a crisis. With the right tools and the right strategy, the hit to reputation can be minimized.
Engage a public information expert
It’s not unusual for local law enforcement to be without a full-time public information officer, but this case makes a compelling argument for investing in expert help. A PIO can help the department develop a crisis strategy and provide media training for the chief or sheriff, enabling them to control the conversation and avoid missteps.
Monitor the media
Once a crisis hits, it’s imperative to start tracking the conversation and capturing what is being said about your organization. Broadcast monitoring is especially important when your story hits the national news. Television reaches nearly every household in America, and it’s highly influential, which means you need to dispel false information as soon as it hits the airwaves. Tools like TVEyes can alert you by email each time you’re mentioned in broadcast, allowing you to respond quickly and share your side of the story.
Correct the problem
When an organization is accused of wrongdoing, it’s imperative to conduct an internal investigation to understand if there has been any wrongdoing. Reputation management experts say it’s impossible to correct public perception unless underlying problems have been fixed.
Evaluate the coverage you’ve been getting by conducting a content analysis. Are the facts presented accurately? What points are misleading? Which stations, anchors and reporters are friendly? Which ones show a clear bias – either for our against you? This analysis will enable you to craft your story more effectively. Just as importantly, it will provide intelligence about which reporters you should pitch – and which you should avoid.
Prioritize the media outlets in order of size and influence. Systematically reach out to each tier one media outlet to tell your side of the story. Be sure to emphasize message points that correct inaccuracies and set the fact straight.
Correct the problem
When an organization is accused of wrongdoing, it’s imperative to conduct an internal investigation to understand if errors have been made or there has been any misconduct. Reputation management experts say it’s impossible to correct public perception unless underlying problems are fixed.
Apologize If Warranted
If your internal research has uncovered wrongdoing, your best option is to issue a public apology. Though you may have qualms about admitting guilt (and your lawyers might object on legal grounds), an apology can go a long way toward minimizing the damage to your reputation.
No police chief, sheriff or PIO wants to be in the center of a media storm, but a systematic and diligent approach to managing a crisis can minimize the harm to your reputation. This requires a great deal of patience and work, but with your credibility on the line, it’s imperative to shift public perception in your favor.
Learn how broadcast media monitoring changed the way one county government keeps informed by reading the Sussex County Case study. Then, find out how to prepare for and manage a crisis by downloading our free playbook: How to Build the Crisis-ready Organization.
Putting together a pitch for a new business client? To walk away the winner, you need to do everything you can to stand out from the competition. After all, the prospective client has probably seen a half dozen pitches in his search to hire a new agency. There’s a good chance every pitch is starting to look alike.
But before you polish your PowerPoint slides, have you used your broadcast monitoring tool to perfect the pitch? Broadcast monitoring can help you add perspective and insight. Researching the client’s past coverage will help you understand business and competitive issues, identify opportunities, calculate risks and brainstorm potential approaches. This process will pay big dividends on bake-off day.
To create the perfect client pitch, use broadcast monitoring to answer these six questions.
1. What problem is the client trying to solve?
Play close attention to the details in the RFP and plan your research strategy based on the client’s requirements. You’ll need to prove to the client during the pitch that you fully understand the problem it’s facing. This information will define what type of information you need to gather and what you should present.
2. What are the client’s business issues?
Use broadcast monitoring to research the latest news about the client’s industry. While you’ll want to have a sense of the bigger picture, be sure to spend most of your efforts researching the specific problem as outlined in the RFP.
3. What does the media landscape look like for this client? Is it friendly or adversarial? Global or local?
Identify the radio and TV outlets that have covered the client in the past, and review the clips to understand how they’re being covered. Get a feel for the type of bias each reporter holds. Also take note of media outlets that haven’t covered the client – but probably should.
4. What type of creative approach might solve this problem?
Although the pitch isn’t a PR plan, you’ll still want to brainstorm a few creative approaches to solving the problem outlined in the RFP.
5. Have we solved similar problems in the same way?
With a few ideas in hand, you’ll want to share your creative approach. Rather than create specific ideas for this client (remember – this isn’t a PR Plan!), you can share stories that illustrate the approaches you’ve used with other clients. Use this portion of the pitch to show of coverage you’ve secured on similar campaigns. This is an excellent way to impress the client!
6. How will we prove our value?
New clients want proof that your idea will work. A key component of any pitch is measurement. Be sure to share details about how you’ll track results and report on the success of the campaign. With TVEyes, you can capture viewership data, and help the client visualize reach and impact with heatmaps and charts.
By incorporating broadcast monitoring data into your PowerPoint slides, you’ll have a pitch that is memorable and persuasive. The other pitches might blend together at the end of the day for the client’s team, but yours will stand out.
As 2015 comes to a close, C-suite executives are busy planning how to make the most of 2016. If you’re in the midst of strategy sessions, you’re no doubt contemplating how to gain market share and create more revenue in the coming year.
As part of this process, you’ll have to determine how best to steer your product and marketing strategies. Will you expand into new markets? Develop new product lines? Fund new initiatives?
As you evaluate various scenarios, you’ll certainly rely on several sources of important input to make strategic decisions. There are the expert opinions of your team, the customer data your company has collected, and several independent sources of market research.
But have you also factored in the unique insights that can be gathered from broadcast media monitoring?
If you think broadcast monitoring is only useful in measuring PR results, think again. It can be a powerful force for helping you shape business strategy now, as well as providing the markers that will enable you to adjust to changing conditions in real-time. Broadcast monitoring has great value in the strategic planning process by helping you assess the macro and micro forces and trends that impact your success.
Here are six ways to incorporate broadcast media monitoring insights into your planning process.
- Spot tech innovations early
The rapid innovation we’ve experienced over the last several decades shows no sign of abating. Every decision you make will be influenced by technology. While it’s hard to foresee future developments, there are often signposts. Broadcast monitoring can help you minimize threats and plan to take advantage of emerging technologies. Before committing to a specific direction, search the 30-day archive to identify relevant, early stage technologies by partners, suppliers or competitors.
- Find new geographic markets
Technology has made the world a smaller place. Globalization means greater opportunity for businesses of all sizes, as both geographic borders and time barriers fade. TVEyes provides comprehensive insight into all 210 US DMAs and major international markets, so you can understand what’s happening in marketplaces as close as the local Des Moines, Iowa, market or across the pond in London.
- Identify consumer trends
Is there a market for your product? The numbers may say no, but consumer tastes can change rapidly. Keep your finger on the pulse of purchasing trends by using broadcast monitoring to track the morning talk shows.
- Stay ahead of competitors
The forecast for a proposed new initiative may seem promising – until you learn a competitor has similar plans. Before you set any plan into play, understand what each of your competitors is saying to both national and local broadcast media. Local interviews on hometown stations often reveal important competitive intelligence.
- Avoid risky moves
Executives need to assess risks before embarking on any new strategy. For example, if you’re considering expanding into international markets, you’ll first need to consider the potential risk of economic downturns or political instability. A review of broadcast coverage can provide valuable intelligence into a region’s issues, allowing you to make smart decisions about whether or not to move forward.
- Avoid the blindside
Even brands that have owned their markets for years can be suddenly toppled by unforeseen competitors. This is what happened to BlackBerry after Apple launched the first smartphone. That’s why it’s essential to scan the media environment to pick up clues about potential disruptive forces.
Keep in mind that in today’s fast-moving world, strategy planning isn’t a one-time event. Your business plan should be constantly evolving and adapting to changing conditions. Keeping track of developing and emerging changes will help you stay competitive and be more agile.
Don’t have a broadcast monitoring service? Read our eBook, Making the Case for Broadcast Media Monitoring, and download the checklist, Helping you Choose the Right Broadcast Intelligence Provider.
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