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AI, Transforming the Way Organizations and Communicators Measure Media Impact

Guest post by Matt Brown, President, Americas & Asia-Pacific, Signal AI

Given the constant bombardment of news we face from all directions, at all times, it may feel difficult to keep up with the media, let alone, take anything valuable away from it.

However, this vast increase in news data has also provided communicators with an opportunity to reconceptualize how we think of, and measure, media impact. This ocean of global data, coupled with two of the great success stories of the last thirty years (an explosion in computational power, and the advent of machine learning) allows us to approach this challenge through the power of Artificial Intelligence. As a result, traditional ways of measuring impact, be it press clippings or Advertising Value Equivalency, feel increasingly obsolete as technology provides a means to surface and assess more meaningful and relevant insights.

Technology has been developed in recent years to address many of the limitations in handling vast amounts of media data that humans naturally face. As a result, organizations are choosing to leverage improved monitoring technology to more quickly and effectively surface the insights that allow them to take decisions, and act strategically.

AI can evaluate near-infinite news pieces in real-time as they are published - at Signal, our platform captures over 5 million news items from some 3 million sources, every day.

Beyond this scale of information, AI allows clients to access and handle new information that would have traditionally been inaccessible. Neural machine translation software now allows communicators, agencies and PR professionals to work with news from any language in the world. Sentiment analysis means the feeling behind every piece of coverage can be automatically detected. AI-powered reach calculations give increasingly accurate estimates as to the number of people that have truly engaged with a piece of content.

Business development

Additionally, we increasingly see companies leveraging artificial intelligence in their business development efforts, manifested in a number of ways. Commercial organizations are aligning their selling approach on the back of brand strength and identity. Smart organizations and agencies are using AI to scan the horizon for meaningful industry trends to help differentiate their prospecting, or assist in building new pitches. Access to real-time insights from the global media allows you to stand out from a crowded field with an intelligently tailored approach.

Crisis communications and real-time intelligence

For global organizations, there can be no delay in spotting reputationally damaging incidents, or breaking news with the potential to impact their company, reputation or industry as a whole. The capacity to monitor for a crisis or such developments, in any language, at anytime, from anywhere, is no longer a perk for a communications professional, it's a necessity.

It is for these reasons that we find sophisticated communicators and organizations increasingly leveraging AI’s potential to help inform their strategy. Instead of, as hyperbolic media may at times suggest, taking jobs, this technology is here to augment you. When deployed properly, this technology allows communications professionals and business leaders to cut through the noise, and not only to stay current, but to stay ahead.

Hear more from Matt Brown at Communicaitons Week New York on Tuesday, October 15. Buy tickets here.