eurofuture series beyond monitoring
TRANSCRIPT
PUBLIC DIPLOMACY April 2013
Beyond Monitoring
MEDIA INSIGHTS
EUROFUTURE SERIES #7
PUBLIC DIPLOMACY April 2013
1. Navigating the information traffic
2. Understanding the upstream flow
3. Measuring outcomes in Print Press
4. Repositioning Print Media
5. Accessing relevant information
6. Targeting significant media
7. Getting effective insights
8. Rating the press coverage
9. Balancing the value of stories
10. Surviving the media confusion
PUBLIC DIPLOMACY April 2013
1. Navigating the Information Traffic
PUBLIC DIPLOMACY April 2013
2. Understanding the Upstream Flow
ALERTSENGINES
Capture information
NEWSAGGREGATORS
Select Information
BLOGSWEBZINES
OrientInformation
SOCIALMEDIA
CommentInformation
Generators Contributors
PRESSAGENCIES
Capture information
Saturateopinion
Supplyopinion
Shapeopinion
Vehicleopinion
Saturatemedia
PUBLIC DIPLOMACY April 2013
3. Measuring Outcomes in Print Press
ALERTSENGINES
Catch-allAmplifyImpact
NEWSAGGREGATORS
CategorizePackageDevelop
BLOGSWEBZINES
AnalyzeComment
Sway
SOCIALMEDIA
ReactArgue
Polarize
Generators Contributors
PRESSAGENCIES
Catch-allAmplifyImpact
Supply Print Media Induce Print Media
PUBLIC DIPLOMACY April 2013
4. Repositioning Print Media
PrintMedia
Generators
Contributors
PUBLIC DIPLOMACY April 2013
5. Accessing Relevant Information
Access to
print media
Source:
EU ISM DG
Jan. 2013
PUBLIC DIPLOMACY April 2013
6. Targeting Significant Media
Use of
Press
Monitoring
services
Source:
EU ISM DG
Jan. 2013
PUBLIC DIPLOMACY April 2013
7. Getting Effective Insights
20%
Your Attention focuses on
quantitative aspects
Your Awareness
focuses on qualitative aspects
80%20%
80%
PUBLIC DIPLOMACY April 2013
8. Rating the Press Coverage
Articles signal editorial attention (print focus)
Releases from press agenciesecho stories (print buzz)
ARTICLES
PUBLIC DIPLOMACY April 2013
9. Balancing the Value of Stories
?
INTENSITY
TIME
Impact value captures volatile attention
Buzz value creates much comments
Resonance value sustains strong interest
PUBLIC DIPLOMACY April 2013
10. Surviving the Media Confusion
Monitoring Print media
is more complex
than just tracking
the positive/negative
value of stories
