Monitoring a client's mentions on television has always been a part of the equation.
And while services like Factiva and LexisNexis have allowed PR pros to monitor print coverage easily and quickly, TV used to lag a bit behind. But the ability to access television mentions about your client in real time, especially those that are unscheduled, gives PR firms a new edge when trying to launch a new product or manage the reputation of a brand.
"Clearly, television is the most prominent medium [and the one] with the most impact," says Peter Wengryn, CEO of VMS. Real-time TV searches allow a PR agency to see a mention of a client in a small, local market as the news is breaking and allows for the crisis management team to control the situation before the national media can get its hands on the story.
"Real-time [monitoring] gives people the ability to sit down and access the amount of coverage they are actually getting," says Caitriona Anderson, VP of business development at Bacon's Multivision. "It's not just specific information that relates to the company, but also the industry in which companies are operating."
Being able to access broadcast mentions in real time - right next to access for print mentions - allows PR firms to stay on top of issues and trends relating to their client.
This technology gives PR firms and even corporate PR departments the direct access to this information without having to rely on a middleman to bring it to them.
Being able to see what is being said about your client and the competition on TV can also shift the direction of a campaign.
"Business intelligence is not just tracking your brand," says Sean Morgan, CEO of Critical Mention. "Your brand is only good if it's stronger than your competitors' brand."
Morgan adds that many of Critical Mention's clients are newsrooms that pick up the broadcast mentions and use the hook for news stories. So using a real-time TV search can give PR pros that added insight into what the media may be covering.
Following broadcast impressions in real time gives clients a 360-degree perspective of their brands
Real-time TV searches allow journalists to pick up on stories faster and further in the news cycle
The new technology gives PR people at all levels access to broadcast mentions from their desktop