January 29, 2022

Information, a strategic resource for the company – Image

Cision conducted a survey of 277 communication departments in October 2021 and with feedback from Thalys, Michel & Augustin, 20 minutes, Caisse des Dépôts, MGEN, Mucem. “Does the communicator take the lead of information in his structure? From media watch to strategic watch, what are the subjects within its scope? From passive monitoring to listening to consumers, what are the objectives of monitoring, for whom is it intended and how is it used? Are budgets going to be revised upwards for 2022? “Asks the study.

We learn that the vast majority of communicators believe that information is a strategic resource for the company (89%). Media monitoring is a natural know-how of communicators, in fact, 78% of communication departments already carry out regular media monitoring. It is therefore not surprising that 71% say that strategic watch should be the responsibility of the communications department. Media monitoring carried out by communicators is not only “self-focused” on the company. Topics relating to technology / innovation are covered as much as those relating to the company and the brand (51% tied). This is followed by information on the competition and the market (49%) and finally that of the financial sector (29%). The first source monitored (56%) is the Web, excluding the paid press (free online press, website, forum, blog, etc.). Conversations on social networks, those carrying the voice of the market and consumers come second, ahead of the paid web editorial press. Then come the TV / Radio and the “paper” press.

The image of media monitoring used mainly to quantify the number of spinoffs is totally obsolete: this objective is a priority at only 12%. On the other hand, the way in which the consumer perceives the brand is essential for Dircom. Indeed, the qualitative analysis of the impact of its brand messages comes first (33%) followed by listening to the market (32%) tied with the possibility of being alerted in real time of possible crises to manage the company’s reputation (32%). The monitoring carried out by the com department struggles to go beyond its borders, less than half of the com departments disseminate it outside the marketing and communication department (47%). Only 17% of communicators share the day before with the sales department and 10% with the CEO. And yet 76% of Dircom say that the information monitoring they carry out would help General Management in decision-making.

73% of surveys carried out with advanced paid monitoring tools (internalized or via an external service provider) are distributed in companies compared to 24% of those made with free tools such as Google. Media monitoring is far from being professionalized within communication departments and the vast majority of respondents say they use free tools (61%). 29% use professional and paid monitoring tools and 10% outsource this work to media monitoring institutes. Certain com services have understood the interest of investing in monitoring tools: 18% intend to increase the budget dedicated to this activity.

To consult the study, it’s here.