For many PR firms, online monitoring is a way to help manage client mentions in the media and get ahead of any potential crises. But it can also be a valuable research tool to help agencies prepare for a new business pitch.
Online monitoring recently helped Burson-Marsteller win new business from Canaccord Capital, an independent brokerage company. Erin Byrne, Burson's chief digital strategist, explains that Canaccord experienced vulnerability due to the credit market collapsing and wanted a relief plan for clients.
"Online monitoring allows us to know stakeholder point of view at any given point, which allows us to create messaging and programs," Byrne says. "Without that information, it becomes impossible to have an educated recommendation when you go into a new business meeting. Once we won the [Canaccord] assignment, education that happened during the pitch process got us... up to speed."
Companies that provide online monitoring services have also noticed that more agencies are using the tool to prepare for a pitch. Blake Cahill, VP of marketing at Visible Technologies, which counts Burson as a client, notes that monitoring can help identify topics, influencers, and sentiment that impact potential clients. It's also a good way to demonstrate company or brand positioning compared with existing or potential competitors, he adds, as well as helping to differentiate agencies.
Cahill recommends that agencies start by finding general brand and image conversations, volume, and sentiment for both prospective clients and their competitors.
"There's conversation that informs strategy that didn't exist in the past," Cahill says. "Responsibility continues to expand in terms of what agencies need to pay attention to. This channel is so impactful for messaging and ability to execute. For a PR firm to provide actionable intelligence is a critical differentiator."
Burson also uses online monitoring to get a feel for a prospective client's culture. Byrne says looking into what employees say about the company can provide a good idea. She also notes it's critical to try and uncover if a potential client is willing to engage in the type of programs an agency might suggest.
"Look at [its] Web presence, social media chatter about them, and programs [it's] involved in," Byrne says. "We absolutely look for clues about a company's culture and willingness to participate in progressive marketing and communications activities. It's critical to bring evidence into a client meeting. The more informed we are, the more we can help clients get where they want to be."