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Beyond Monitoring MEDIA INSIGHTS

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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 ALERTS ENGINES Capture information NEWS AGGREGATORS Select Information BLOGS WEBZINES Orient Information SOCIAL MEDIA Comment Information Generators Contributors PRESS AGENCIES Capture information Saturate opinion Supply opinion Shape opinion Vehicle opinion Saturate media
PUBLIC DIPLOMACY April 2013 3. Measuring Outcomes in Print Press ALERTS ENGINES Catch-all Amplify Impact NEWS AGGREGATORS Categorize Package Develop BLOGS WEBZINES Analyze Comment Sway SOCIAL MEDIA React Argue Polarize Generators Contributors PRESS AGENCIES Catch-all Amplify Impact Supply Print Media Induce Print Media
PUBLIC DIPLOMACY April 2013 4. Repositioning Print Media Print Media 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 agencies echo 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
PUBLIC DIPLOMACY April 2013 THANK YOU www.eurofuture.org contact@eurofuture.org

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Beyond Monitoring MEDIA INSIGHTS

  • 1. PUBLIC DIPLOMACY April 2013 Beyond Monitoring MEDIA INSIGHTS EUROFUTURE SERIES #7
  • 2. 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
  • 3. PUBLIC DIPLOMACY April 2013 1. Navigating the Information Traffic
  • 4. PUBLIC DIPLOMACY April 2013 2. Understanding the Upstream Flow ALERTS ENGINES Capture information NEWS AGGREGATORS Select Information BLOGS WEBZINES Orient Information SOCIAL MEDIA Comment Information Generators Contributors PRESS AGENCIES Capture information Saturate opinion Supply opinion Shape opinion Vehicle opinion Saturate media
  • 5. PUBLIC DIPLOMACY April 2013 3. Measuring Outcomes in Print Press ALERTS ENGINES Catch-all Amplify Impact NEWS AGGREGATORS Categorize Package Develop BLOGS WEBZINES Analyze Comment Sway SOCIAL MEDIA React Argue Polarize Generators Contributors PRESS AGENCIES Catch-all Amplify Impact Supply Print Media Induce Print Media
  • 6. PUBLIC DIPLOMACY April 2013 4. Repositioning Print Media Print Media Generators Contributors
  • 7. PUBLIC DIPLOMACY April 2013 5. Accessing Relevant Information Access to print media Source: EU ISM DG Jan. 2013
  • 8. PUBLIC DIPLOMACY April 2013 6. Targeting Significant Media Use of Press Monitoring services Source: EU ISM DG Jan. 2013
  • 9. PUBLIC DIPLOMACY April 2013 7. Getting Effective Insights 20% Your Attention focuses on quantitative aspects Your Awareness focuses on qualitative aspects 80%20% 80%
  • 10. PUBLIC DIPLOMACY April 2013 8. Rating the Press Coverage Articles signal editorial attention (print focus) Releases from press agencies echo stories (print buzz) ARTICLES
  • 11. 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
  • 12. PUBLIC DIPLOMACY April 2013 10. Surviving the Media Confusion Monitoring Print media is more complex than just tracking the positive/negative value of stories
  • 13. PUBLIC DIPLOMACY April 2013 THANK YOU www.eurofuture.org contact@eurofuture.org