Liana Zavo is a global keynote speaker, PR executive, personal branding expert, and founder of ZavoMedia PR Group, a global PR firm.
The field of public relations (PR) is in a state of continuous development, and the application of artificial intelligence (AI) is playing a significant part. PR practitioners are gaining insights into the public’s perception of their clients’ brands and companies thanks to media monitoring and sentiment analysis technologies powered by artificial intelligence.
In my PR agency, my team helps track and analyze mentions of our clients in various media outlets, social media platforms and online communities. By analyzing the sentiment behind these mentions, I can identify patterns, trends and potential crises that may affect my clients’ reputation.
AI-Driven Media Monitoring And Sentiment Analysis
Media monitoring technologies that are powered by artificial intelligence utilize algorithms to search online news stories, social media posts and even broadcast transcripts for mentions of a specific brand or topic.
The process of determining the prevailing mood conveyed by a piece of written material is known as sentiment analysis. Tools for analyzing sentiment do an algorithmic analysis of the words and phrases used in a piece of text in order to identify whether the tone is positive, negative or neutral.
There are several advantages associated with the use of media monitoring systems and sentiment analysis. These tools can assist public relations practitioners in:
• Discerning patterns and tendencies pertaining to the manner in which their brands and clientele are referenced inside media sources.
• Monitoring PR campaign performance.
• Identifying possible crises in advance of their occurrence.
• Gaining insights into the public’s perception of companies and clients.
AI can also assist in drafting press releases and other written materials, as well as automating the distribution process, targeting the right media outlets and journalists for maximum coverage.
Best Practices
For those who are just starting, I suggest clearly describing your aims and objectives before digging into media monitoring and sentiment analysis tools. These objectives might be following the mentions of your brand, gaining an insight into the feelings of your customers, or following the trends in your business. Having this level of insight will make it easier for you to choose the appropriate tools and devise efficient monitoring tactics.
There are a multitude of media monitoring tools now available on the market, each of which has a unique set of features and capabilities. Before choosing a tool, study and thoughtfully consider a number of distinct alternatives. Make sure you have a well-defined plan and an awareness of the capabilities offered by the technology.
When I initially began utilizing tools for media monitoring and sentiment analysis, I wish someone had told me how important it was to compile extensive keyword lists. At first, I was simply interested in monitoring my brand name, but then I found that integrating relevant industry keywords and the names of my competitors gave me a more complete knowledge of the market environment.
In addition, I became aware of the need to continually examine and enhance the findings of the sentiment analysis in order to guarantee their precision and prevent erroneous interpretations.
Users should also be aware of specific issues that may arise when using media monitoring tools and sentiment analysis. Getting erroneous or irrelevant results is a problem that often arises. It is possible that automated algorithms may not always correctly filter out irrelevant mentions, which will result in a significant level of noise within the data. To guarantee that the findings are useful and applicable, it is necessary to manually verify them on a regular basis and do frequent reviews.
Dealing with sarcasm, irony or the cultural context of a statement can also be an extremely challenging issue. Again, it is advised that human searches be carried out in addition to automated monitoring in order to overcome these difficulties. You can guarantee that you collect all relevant references while simultaneously filtering out noise if you run manual searches throughout social media platforms, forums and any other sites that are pertinent to your research. This may be especially useful in finding relevant debates or patterns that automated tools might have missed.
In the years to come, there will likely be an increase in the number of media monitoring and sentiment analysis tools that are powered by artificial intelligence. As the field of artificial intelligence continues to advance, the aforementioned technologies will continue to improve in terms of their level of sophistication and will be able to offer even more insights into the manner in which the general public views certain clients and brands.
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