Fullintel’s crisis media monitoring and daily executive news briefs program helped the company realize that public and media sentiment surrounding the issue was well below its five per cent goal, helping it maintain its brand reputation.Fullintel — Crisis Media Analysis Summary
Fullintel’s expert-curated daily news briefs, breaking news alerts, and wrap-up analysis helps major tourism client effectively manage PR crisis – and wins Fullintel a 2020 AMEC Award.
The Client
The client is a major international travel and tourism company with a market capitalization exceeding $10 billion. Already an established Fullintel client, the company turned to Fullintel's 24/7 crisis hotline after an on-premises incident resulted in injured clientele, requiring immediate, real-time media monitoring across both traditional and social channels.
Deliverables
- Media monitoring of social media, broadcast, print, online news, discussion boards, forums and public comments on articles
- Real-time breaking news briefings and alerts driven by expert-curated media monitoring
- Thrice-daily executive news briefings including photos, links, sentiment and concise article summaries
- Daily end-of-day media analysis reports, including minute-by-minute social media analysis
- A comprehensive end-of-crisis media analysis report
Results
- Helped the company keep negative sentiment surrounding the issue well below its five percent goal, thus helping it maintain its brand reputation
- Advised them that a public apology was unnecessary, since the public largely did not view the company as being at fault – saving the client public embarrassment and potential legal issue
- Fullintel received a 2020 AMEC Award for best crisis communications media monitoring and measurement for its work on this incident
The Client
The client is a major international travel and tourism company with a market cap of more than $10 billion. Following an on-premises incident that resulted in injuries to clientele, the company found itself mired in a sudden communications crisis — even though it was ultimately deemed not responsible for what happened.
Genesys struggled to reconcile media monitoring and analysis from more than a dozen agencies across regions, with little visibility into coverage quality. A move to fully automated monitoring backfired — it buried the PR team in irrelevant data.
Fullintel combined human curation with semi-automated monitoring to bring accuracy and consistency across regions, and introduced deep quality metrics like the Media Impact Score (MIS). The result: data that's now trusted as a key input for global strategy, rather than noise to dig through.
The Challenge
The client’s immediate goal was to contain negative fallout surrounding the incident, with a quantitative goal of keeping negative coverage and commentary towards the company at or below five per cent.
Fullintel’s objectives were to understand the facts on the ground in traditional and social media to inform the company of all its ongoing mentions and coverage in real-time, along with how to craft its PR response, and the best ways to manage and respond to the crisis through actionable data and insights.
Containing negative fallout, fast
The immediate goal was to contain negative fallout surrounding the incident, with a hard quantitative target: keep negative coverage and commentary toward the company at or below five percent.
No unified view across channels
Leadership needed to understand the facts and the narrative as they were unfolding across both traditional and social media — a picture that no single feed or agency could provide on its own.
Need for real-time monitoring
The situation demanded real-time monitoring of ongoing mentions and coverage, not next-day summaries, so the team could react while the story was still developing.
Fullintel’s crisis media monitoring and daily executive news briefs program helped the company realize that public and media sentiment surrounding the issue was well below its five per cent goal, helping it maintain its brand reputation.Rachel Faulkner Perez, Genesys
The Solution
Because the company was already a Fullintel client, we were well-positioned to immediately understand their needs and objectives as soon as they called our 24-7 crisis hotline. Fullintel’s expert media analysts hit the ground running with our standard crisis package, including advanced sentiment and media scoring metrics, to inform the company on the best ways of managing the crisis. As per AMEC standards Fullintel and the client planned all required metrics, benchmarks, and methods for comparing past results, along with possibilities on how the coverage and response may impact target audiences.
Fullintel then rolled out its recommended crisis media monitoring, measurement and reporting approach, consisting of:
- No real-time visibility into the story
- Traditional and social media tracked separately
- No formal benchmark for "negative" coverage
- Response strategy without hard data behind it
- Real-time briefings within 30 minutes
- Traditional and social media unified
- Clear 5% negative sentiment threshold
- PR response guided by live data
Daily, customizable news briefings including photos, links and concise article summaries, with the first delivered 30 minutes after the initial phone call. Briefings were delivered thrice daily and included article summaries, syndication information, and sentiment scoring
On-call news alerts curated by expert analysts working around-the-clock to source the most relevant information in as close to real-time as possible, based on breaking news
Daily end-of-day media analysis reports, including minute-by-minute social media analysis allowing the client to drill down into the minutes and hours following the incident
A comprehensive end-of-crisis report to delivered two days after the crisis was deemed over, featuring media impact scoring based on custom criteria
Media measurement recommendations included reach, article syndication, and sentiment (of both media articles/clips and public comments on those articles, and social media posts).
The Deliverables
Fullintel primarily analyzes online news coverage to map the impact of Genesys and its competitors across global regions and languages — delivered as weekly, monthly, and quarterly analysis reports built from both quantitative and qualitative techniques.
Quantitative analysis
- Coverage trend, key messages & key topics
- Share of tier-one coverage via MIS indicators
- Month-over-month competitive benchmarking
- Average MIS: Genesys vs. competitors
- Coverage reach across media channels
Qualitative analysis
- Sentiment toward Genesys and competitors
- Top topics discussed and sentiment
- Industry news & senior leadership analysis
- Regional analysis by sentiment, MIS, reach, volume
Fullintel also provides one-off, ad-hoc reports — such as coverage tied to the company's Scuderia Ferrari Formula One sponsorship.
The Result
Fullintel’s on-call crisis media monitoring, executive daily briefs, and media analysis program helped the company keep negative sentiment surrounding the issue well below its five percent goal, thus helping it maintain its brand reputation. Fullintel was also able to advise the client that a public apology was not necessary, since the public largely did not view the company as being at fault. The company acted on this advice, a decision that will likely also help them legally in the case of civil lawsuits.
Fullintel’s analysis approach was in keeping with the Barcelona Principles and AMEC’s integrated evaluation framework. Because the company had been a Fullintel client for years, it was also able to compare data from this crisis with that of previous crises.
Fullintel won a 2020 AMEC Award for best crisis communications media monitoring and measurement for its work on this incident.
Fullintel’s crisis media monitoring and daily executive news briefs program helped the company realize that public and media sentiment surrounding the issue was well below its five per cent goal, helping it maintain its brand reputation.
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Award-winning crisis media monitoring and executive news briefs for major tourism client
Fullintel’s expert-curated daily news briefs, breaking news alerts, and wrap-up analysis helps major tourism client effectively manage PR crisis – and wins Fullintel a 2020 AMEC Award.
The Client
Deliverables
- Media monitoring of social media, broadcast, print, online news, discussion boards, forums and public comments on articles
- Real-time breaking news briefings and alerts driven by expert-curated media monitoring
- Thrice-daily executive news briefings including photos, links, sentiment and concise article summaries
- Daily end-of-day media analysis reports, including minute-by-minute social media analysis
- A comprehensive end-of-crisis media analysis report
Results
- Helped the company keep negative sentiment surrounding the issue well below its five percent goal, thus helping it maintain its brand reputation
- Advised them that a public apology was unnecessary, since the public largely did not view the company as being at fault – saving the client public embarrassment and potential legal issue
- Fullintel received a 2020 AMEC Award for best crisis communications media monitoring and measurement for its work on this incident
The Challenge
The client, a major international travel and tourism company with a $10B-plus market cap, found itself mired in a communications crisis after an on-premises incident – in which the client was deemed not responsible – resulted in injured clientele. The client’s immediate goal was to contain negative fallout surrounding the incident, with a quantitative goal of keeping negative coverage and commentary towards the company at or below five per cent.
Fullintel’s objectives were to understand the facts on the ground in traditional and social media to inform the company of all its ongoing mentions and coverage in real-time, along with how to craft its PR response, and the best ways to manage and respond to the crisis through actionable data and insights.
“Fullintel’s crisis media monitoring and daily executive news briefs program helped the company realize that public and media sentiment surrounding the issue was well below its five per cent goal, helping it maintain its brand reputation.”
The Solution
Because the company was already a Fullintel client, we were well-positioned to immediately understand their needs and objectives as soon as they called our 24-7 crisis hotline. Fullintel’s expert media analysts hit the ground running with our standard crisis package, including advanced sentiment and media scoring metrics, to inform the company on the best ways of managing the crisis. As per AMEC standards Fullintel and the client planned all required metrics, benchmarks, and methods for comparing past results, along with possibilities on how the coverage and response may impact target audiences.
Fullintel then rolled out its recommended crisis media monitoring, measurement and reporting approach, consisting of:
- Daily, customizable news briefings including photos, links and concise article summaries, with the first delivered 30 minutes after the initial phone call. Briefings were delivered thrice daily and included article summaries, syndication information, and sentiment scoring
- On-call news alerts curated by expert analysts working around-the-clock to source the most relevant information in as close to real-time as possible, based on breaking news
- Daily end-of-day media analysis reports, including minute-by-minute social media analysis allowing the client to drill down into the minutes and hours following the incident
- A comprehensive end-of-crisis report to delivered two days after the crisis was deemed over, featuring media impact scoring based on custom criteria
Media measurement recommendations included reach, article syndication, and sentiment (of both media articles/clips and public comments on those articles, and social media posts).
“Fullintel’s crisis media monitoring and daily executive news briefs program helped the company realize that public and media sentiment surrounding the issue was well below its five per cent goal, helping it maintain its brand reputation.”
The Result
Fullintel’s on-call crisis media monitoring, executive daily briefs, and media analysis program helped the company keep negative sentiment surrounding the issue well below its five percent goal, thus helping it maintain its brand reputation. Fullintel was also able to advise the client that a public apology was not necessary, since the public largely did not view the company as being at fault. The company acted on this advice, a decision that will likely also help them legally in the case of civil lawsuits.
Fullintel’s analysis approach was in keeping with the Barcelona Principles and AMEC’s integrated evaluation framework. Because the company had been a Fullintel client for years, it was also able to compare data from this crisis with that of previous crises.
Fullintel won a 2020 AMEC Award for best crisis communications media monitoring and measurement for its work on this incident.
Let Fullintel be your managed services partner for media monitoring and reporting. Request a 30 minute, interactive demo to learn more.