There isn’t a single organization that isn’t unnerved by the latest data security hack. When millions of credit card numbers are stolen or employee data are thrown into the open, every department will find they have a stake in what happens next.
Sometimes, simply the perception of a weakness can create a cascading impact. The PR team will jump into action when shows like 60 minutes point out security flaws, but executives, product development, sales, marketing and IT will quickly follow and take steps to seize opportunities or mitigate damage.
Keeping ahead of the latest news and investigative reports and how they reverberate in local markets can help your organization react in real time. However, it’s impossible to track every market without incorporating broadcast monitoring into your media-tracking program.
Because of its comprehensive, local coverage, broadcast monitoring provides a more reliable picture of what the media are saying and how it’s influencing your audience.
Executives and functional groups outside the public relations office may not be aware of the impact broadcast monitoring can have on setting business strategy, mitigating risk, and seizing competitive advantage.
We’re pleased to offer a free playbook to help explain the advantages of broadcast monitoring across the enterprise.
Our free playbook provides samples of how broadcast monitoring can be used for:
- Strategic decision-making
- Issues management
- Reputation management
- Crisis management
- Event monitoring
- Risk management
- Competitive intelligence
- Media Measurement
- Media training
Since early January, more than 150 cases of measles have been reported in the United States. Measles was declared eradicated in 2000, so the outbreak has raised concerns among health officials at the U.S. Centers for Disease Control and Prevention, doctors, parents, schools, and the public in general. Thus, this is a major news story in every national and local media outlet.
But this public health issue also isn’t without controversy.
Most of those who came down with the measles were unvaccinated, putting the media spotlight on the anti-vaccination movement and the families who choose not to vaccinate their children.
The seriousness of the health threat and the ensuing controversy have generated a significant increase in broadcast news reports on the topic. Since the outbreak was announced on Jan. 7, there have been more than 50,500 mentions of it on broadcast news, and a surge in discussion about vaccinations. During the first week of January, there were just 678 TV news clips that mentioned vaccinations. But after the outbreak, that number climbed to more than 31,000 by the end of February.
For the CDC and state health officials around the country, keeping up with the proliferating broadcasts and reacting when required is challenging, but very essential to halting the outbreak. Vaccine manufacturers also must be attuned to the conversation so they can manage both financial and reputational risk effectively. Activists have an interest in what’s reported because they want to advance their cause.
The task is complicated not only by the increase in coverage, but also because television is highly influential. This significantly raises the stakes for everyone involved.
Broadcast news coverage has included interviews with health officials, parents who have chosen not to vaccinate their children – and parents who have, school officials, and pediatricians. In addition to covering the details of the outbreak and its cause, reporters have examined the history of the anti-vaccination movement; the reasons parents might choose not to vaccinate their children, and the repercussions of the outbreak, including new school vaccination requirements.
Yet there can be great variation in what is reported or how information is presented. Each local market has its own twist on the story, as local officials and school districts react to new cases. And the perceived credibility of spokespeople can influence actions viewers take.
For example, a segment on vaccination rates by a local NBC news affiliate in Richmond, Va., began with an interview of a mother who had not vaccinated her children. When asked about her choice, the mother responded, “There is no proof it works.” The report that follows lays out a strong argument for vaccination, with interviews of health officials telling a different story: that the high vaccination rate in Virginia has kept the cases of measles in the state low.
However, in Cincinnati, Ohio, another local NBC news affiliate began a similar segment noting that local doctors and parents were concerned about the measles outbreak. The broadcast uses a different approach, leading with comments from a mother who strongly supports vaccination. She tells the reporter: “I would like to see them all get vaccinated.” This time, there is no spokesperson from the anti-vaccine movement.
The differences may be subtle, but the outcomes could be different. Despite the substantial pro-vaccine information presented in the Richmond segment, some viewers might be influenced by the placement of the mother’s interview at the start of the segment. They may also find her to be more credible than the health experts interviewed. In either case, this report could complicate the job of the CDC and local health officials. Likewise, anti-vaccine activists might seek to balance the Cincinnati segment by reaching out to the reporter.
Broadcast news reaches nearly every household in America, and 69% of Americans rely on TV as their main source of news. For health officials, vaccine manufacturers, and activists, monitoring the broadcasts is a critical public safety measure and a necessary tool for managing reputation and risk.
And this isn’t easily done using Google. Most broadcast content isn’t available on the Web, and even if it is, the broadcaster might not post it in real-time. This delay can make it difficult for health officials, vaccine manufacturers, and activists to stop misinformation before it’s widely spread.
By tracking broadcast news on a service like TVEyes, stakeholders can react quickly to inaccurate reports or take steps fill gaps in coverage. This helps them better manage public perception – and achieve their goals.
To learn more about how you can build a crisis ready organization with broadcast monitoring from TVEyes get our Crisis Management Playbook by clicking the button below.
The Investor Relations Officer (IRO) is a critical communications link between a publicly traded company and the analysts, investors, and activists who take an interest in the organization. The IRO is responsible for communicating news and earnings as well as educating and engaging each of these stakeholders in an open dialogue.
But IROs also must adhere to Securities and Exchange regulations. One of the best known and most notable is Regulation FD (“RegFD”), which requires that material nonpublic information be broadly communicated to ensure that all stakeholders receive the same information at the same time.
To comply with the law, the IRO must be vigilant in the disclosure of material nonpublic information to analysts and the media. While the regulation applies mainly to comments by directors, executive officers and investor relations personnel, IROs also need to be aware of what other employees say at trade shows, conferences, and to the media.
In addition, after a disclosure or during a crisis, the IRO must keep executives and the company’s board up to date on any reaction, comments, or feedback to news about the company.
Broadcast monitoring plays an important and essential role in helping IROs with these responsibilities. As a best practice, IROs should monitor all commentary by employees, analysts, investors, and activists.
When releasing new information, the IRO can use broadcast monitoring to ensure that the company’s disclosure has the widest possible reach. Because most broadcast news programs don’t make their content available on their websites, IROs will not get the complete picture with a Google search.
In addition, IROs can use broadcast monitoring to identify gaps in understanding or be alerted to an inappropriate disclosure or premature announcement by an analyst, investor, or employee. Under RegFD, analysts are not prohibited from using information provided by employees who are not covered by the rule.
For example, if an employee inadvertently divulged material nonpublic information at a conference or in a media interview, an analyst could probe for additional information. Because this could lead to a violation of RegFD, it’s imperative that the IRO learn quickly about the employee’s comments and take actions to disclose the information broadly.
Further, with shareholder activism on the rise, careful monitoring of local broadcasts across the country will alert IROs to potential comments by activists. By identifying a potential crisis early, the IRO can engage the activists to turn the tide and thwart any potential damage.
Executives and corporate boards also expect IROs to report on the disclosure of corporate news, both intentional and accidental. In fact, 75% of investor relations officers typically include IR activity in their board of directors’ reports, according to a survey conducted by IPREO of its clients. As boards and executives seek to understand external stakeholder perceptions of the company, these reports provide valuable information that drives business and messaging strategy.
IROs can aid in this understanding by providing executives and board directors with real-time clips about rapidly unfolding reactions to the latest disclosures. They can also create reports to track and archive public statements made by their employees.
Creating a report about the release of material nonpublic information or for board presentations with TVEyes is simple. Follow these steps to create your report.
- Set up a Watch List to begin monitoring your news 24×7.
- On your home page, click “Add Watch Term.”
- Add your Term and click “Add Watch Term.” Ongoing tracking of these terms will begin, and you will soon start to see a visual representation of coverage in your Watch List.
- Click on the results found on the Watch List, and check the clips you want to include in your report.
- Click on “Reports” on the Blue Bar. This will bring you to the “Reports” Template.
- You can rename your Report by deleting the text underneath “Pending Report.”
- Scroll down to the bottom and click “Create Report”
- Your Report is now Complete. You can send this report to an unlimited number of recipients. To do so, copy and paste the Hyperlink up top into an email.
Alternatively, you can create a report from Power Search.
- Enter your search term, for example: PetSmart and earnings or Abercrombie and CEO.
- Set your date parameters
- Select which of the more than 210 DMAs and 2,000 TV stations globally you need to track (leave blank to search all).
- Review the results and check the boxes next to the clips you want to include in your Report.
- Follow from step 5 above.
Important note: TVEyes clips are for internal use only.
I’m particularly pleased and proud to announce the promotion of Dan Miles to a newly created position as our chief operating officer. Together with Dan, we’ve forged a more resilient and scalable TVEyes that’s ready to take advantage of the enormous opportunities in front of us. As we continue to grow domestically and internationally, you’ll see the business planning and organizational and product strategies that Dan is leading revealed in future announcements.
Dan is an unusual executive in many positive ways. He’s analytical and creative, empathic and decisive, and practical and strategic. This multifaceted nature is central to his success as a change agent at TVEyes. While we are building process and scalability in how we run our business he’s also gaining consensus and motivating new ways of working at what was already a successful business.
The old saying, “if it ain’t broke don’t fix it,” could have applied to TVEyes if we were satisfied with the status quo. But we’re not. Our mission is to make the world’s television and radio broadcasts as searchable as text, and then make that information useful to our clients in ways that are still being innovated 15 years since we launched the first Web-based broadcast monitoring system.
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.”
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- The Many Uses for Broadcast Monitoring Across the Organization
- Managing Public Perception in the Controversy Over the Measles Outbreak
- Are You in Compliance? Broadcast Monitoring for Investor Relations
- Dan Miles Promoted to Chief Operating Officer at TVEyes
- Getting the Message Right: Halting Misinformation in Its Tracks