Beyond Monitoring MEDIA INSIGHTS

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Marie-Jeanne Capuano

Technology Business

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

Beyond Monitoring MEDIA INSIGHTS

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