I spend about 40% of my
time at GO Communications media monitoring. As I mentioned in a previous
post (http://bit.ly/1LkbbNZ), Malaysian
publications are printed in the primary language groups of the country –
English, Chinese, Malay and Tamil. If you factor in that this place has more
than 46 newspapers alone! Surveying each and every one is a tricky and
time-consuming task.
So that’s where you’ll find me every morning – glasses on and coffee in hand – trolling through the English newspaper for any mention of our accounts. My obvious task is to look for press mentioning our clients (paid for or otherwise), however this is not all. I must, and I stress the must, keep a keen eye out for changes to our clients industry or the movements of their competitors.
The importance of this cannot be understated; as an agency, our job is to complete the tasks organisations simply do not have time to do. Our other role is to bring our expertise to the table and give our clients strategic business recommendations for their business’s future. And as we all know, no recommendations is truly strategic if it does not emphases the broader environment.
Time again we hear the stories of a business so intent in looking forward, they forget to look behind. So whilst it’s great when I can thinks of tactics to generate a client publicity; it’s even better when I can notify a client of the threat of a new entrant, spot a danger to their reputation, forecast a social change, or identify a road block in their path to success.
What a funny thing it is to think that one little newspaper can help me do all that.
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