Monitoring Information

January 2nd, 2021 Posted in News

By: Oscar RossignoliEditor for we must be clear that the published opinion (News) creates perceptions in public opinion (readers, viewers, radio audiences, etc.) Hence, then, the importance of monitoring in the handling of crisis that the media are publishing to know, then, the positioning that are generating. When we talk about media or press can think of information and opinion, the opinion of professionals of the media, writers and other contributors above news. Let us remember that the media are image builders but also, unfortunately, are destroyers. A corporate image built over many years can be destroyed in minutes by a news poorly disseminated by a means of communication, causing a crisis situation media with catastrophic consequences for any company. Capital with which they work the media are perception, which are fragile and weak, and more when they try to cause controversy and news involving a well-known company. If your company hires a consultant on crisis management that ignores what the media are publishing or not given much importance, be very careful because their advice will be free of sustenance as the basis for decision-making in crisis management is the monitoring of information. Today the day the permanent monitoring of the media has become a staple of public relations, because that serves as a parameter to measure and assess the effectiveness of the work of PR with the positioning of certain company image through the impact that have the publication of news on the media selected for that purpose.

Monitoring news allows the company take appropriate decisions as well as redefined (if necessary) business strategies and/or corporate communications, especially in a crisis management. A proper monitoring of the press allows us to in a crisis management identify to actors involved in the news, who support us as well as those we adversan. We will also immediately know with what media specific influence journalists can tell and, also, who us must care for and find an approach to neutralize any media attack. I have lived situations of enterprises in crisis situations where, after making an exhaustive monitoring of the news, its principal officers – in a fit of anger – ordered judicially suing more than any journalist on the grounds that the version that passed in their news reports of the facts is maliciously distorted. Serious error, no doubt. How many times repeats the story of managers or aggressive directors carried out a series of bold moves of reaction according to them – conferred upon them a great apparent power and control over their adversaries. But this is momentary, since they are acting rashly and with great emotional force of enemies who then join. We never forget who handles information has the power. If you want to receive articles and resources every fortnight in your email about crisis management, subscribe free from this link, or copy it and paste it into your browser, subscribe and start getting our e-newsletter today.



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