The offering is located at the Omnicom agency's Atlanta office, but is available to clients nationwide. As an addition to the agency's real-time reputation offer, the service is managed by a team of corporate and public affairs specialists.
Radar tracks broadcast, traditional media, and social media coverage in three areas: issues monitoring, real-time tracking and mitigation, and trend analysis. It then provides strategic counsel to help clients manage their reputations.
“It's one thing to be able to track and capture tweets and news,” said Brad MacAfee, senior partner at Porter Novelli. “It's another to interpret, drive insight and drive recommendations.”
The agency spent the past six weeks piloting the service with clients across a variety of sectors, including healthcare, technology, food and nutrition, and nonprofit, and has seen positive results across the board.
“We feel extremely confident in terms of the built for speed piece,” MacAfee said.
MacAfee added that the service is designed for clients across nearly any practice area, as long as they have a need for real-time tracking, a market trend analysis, or an ongoing issue they want to monitor.
“In general, it's a horizontal offering,” MacAfee said. “But you would call in Porter Novelli Radar if you had an urgent need for real-time monitoring and recommendations.”