Policy Briefing
Decoding Media Narratives to Power Government Communications
CONTEXT
With a heightened focus on appointing more specialist SMEs to the CCS Framework for Media Monitoring and Associated Services, we were delighted to be granted a place in 2020 that will extend until at least 2023. Through this framework, we have been working with an arm’s length body that is responsible for a variety of business areas. Given the body’s broad remit and the significant amount of press coverage it accumulates, it often struggles to filter through the increasingly noisy spaces of online and offline media.
RESEARCH PLAN
Media Measurement created a bespoke methodology in order to monitor, track and understand reputational risks as they present themselves in press, online and broadcast media. Through the detailed analysis of media coverage, our service focuses on providing data driven strategic recommendations aimed at predicting and mitigating future risks. Once a bank of data starts to accumulate over time, an element of horizon scanning is incorporated into the reporting, using the trajectory of previous news stories as they evolve to forward plan reputational risks before they arise and cause irreversible damage. Deliverables include a daily media briefing, weekly insight reports and monthly strategic reports.
RESEARCH PATHWAY
Our strategic recommendations have helped them define a narrative that has driven greater value in their communication efforts:
Reputation tracking has enabled the client to understand the environment they operate in and move from reactive to proactive responses.
Daily reports are shared far and wide within the public body as they generate significant value across different divisions and are used to notify different areas of the business of opportunities, risks and corresponding actions.
The acting CEO reviews custom-made thematic slides in the weekly report every Monday, in order to prepare for the week's events.
Our lead contact has commented on the easily digestible nature of our reports and on their ability to connect core data with human insight.
In an industry dominated by commoditised, slow-moving firms, we offer a more disruptive service, working directly with partners to deliver expert consulting, exceptional customer service and more valuable insights.