Streem partners with PRIA as Major Sponsor of the 2017 Golden Target Awards

Streem is excited to announce our partnership with the Public Relations Institute of Australia (PRIA) to back better media monitoring, measurement and evaluation as part of this year’s Golden Target Awards. Delivering a comprehensive media monitoring service to some of Australia’s largest corporate and government organisations, Streem is best positioned to partner with the PRIA and demonstrate its commitment to the communications industry as part of the Awards.

“It makes a lot of sense for Streem to partner with the PRIA and we’re looking forward to showing the communications industry they now have a fast, accurate and reliable media intelligence choice that backs their work”, said Streem’s Lead, Elgar Welch.

“Streem already supports some of Australia’s largest corporate and government organisations and the platform represents a fundamental shift in the slow, tired and traditional model of media monitoring. A credible and better choice now exists.”Screen Shot 2017-08-01 at 2.35.07 pm

Anne Howard, CEO of the PRIA is pleased to partner with Streem as the Major Sponsor for the prestigious Golden Target Awards. “I believe the timing is perfect as our industry faces increasing pressure to demonstrate real measurable results and outcomes of our work”.

Streem is excited to also sponsor the Excellence in Measurement & Evaluation Award, which will recognise and reward creativity, innovation and excellence in the measurement of strategic communication.

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With entries closing Thursday 9 August 2017, the gala event for the Golden Target Awards will be held in November at the iconic Sydney Opera House and include 29 award categories across Corporate, Government, NFP in-house teams and Consultancies.

The prestigious awards have been held for over 40 years, but 2017 marks an evolution for the PRIA – for the first time entries are open to the entire PR and communication industry across Australia, helping to recognise the value of the industry’s work.

Public Philanthropy: How Twiggy Forrest mobilised the media

On Monday Twiggy and Nicola Forrest brought together some of Australia’s best and brightest to announce one of the largest charitable donations in Australia’s history. The $400 million fund, described by PM Malcolm Turnbull as a ‘gift to society’, pledges to rejuvenate early and higher education, reduce indigenous disadvantage, end modern slavery and streamline breakthrough cancer research.

Bringing together the likes of Russell Crowe, Jack Thompson, senior government figures, leading researchers, campaigners and social groups in Canberra, the event was guaranteed to generate substantial media coverage. So how did this record breaking donation translate into earned media in the days following the announcement? See the highlights below:

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#5. Mobile Access

Back in 2015 the Australian Communications and Media Authority reported that 48% of employed Australians are ‘digital workers’ or ‘teleworkers’. This means that they use the internet to work away from the office outside of standard hours, or work away from the office for a part or full day.

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At the same time, news is becoming faster, more dynamic, and more digital-driven than than ever before, leaving many communications professionals grasping for products which enable access and mobility when responding to breaking stories. Mobile communication is emerging as the most efficient and reliable way to receive breaking news, collaborate with colleagues, and keep stakeholders and spokespeople abreast of emerging issues. 

Business.com claims that communicators are already moving toward a more mobile-centric communications practice. “Statistics, trends and research point toward a world of mobile corporate communications which will become more and more sophisticated and specialised”. Communications professionals increasingly demand a media intelligence platform that can move with them – not leaving them shackled to a desk during a media storm. Realtime synchronised access across the digital ‘trifector’ (Mobile, Tablet & Desktop) keeps professionals connected to news and data no matter where work takes them.

Fully integrated mobile access remains at the forefront of Streem’s product design. Unlike other monitoring platforms which retrospectively integrated mobile access, Streem’s mobile interface was conceived as an integral part of the platform, providing an arsenal of tools to respond to news as it breaks. Available on Desktop, iPhone, iPad and Android mobile devices, information syncs in realtime and includes On/Off Push Notifications so that you’ll be alerted even if you’re not browsing the app.

Streem’s mobile app integrates all of your organisation’s media which can be tracked, viewed and shared from any iOS or Android mobile device. Intuitive, fast and powerful, Streem’s mobile app delivers an enhanced news intelligence experience.

#4. Audience Data

The issue of earned media measurability has generated considerable debate amongst professionals, researchers and scholars for over a decade. Today, we take a look at the challenges posed by measurement and the future of the media measurability debate.  

Traditional measurement standards of editorial publicity such as AVE and ASR have been subject to a substantial amount of scrutiny. According to the US Institute for Public Relations, “most reputable researchers contend that ‘advertising equivalency’ computations are of questionable validity”. As far back as 1999, the Public Relations Institute of Australia distanced itself from the AVE as a form of earned media measurement, stating “PRIA does not recognise Advertising Value Equivalents (AVEs) of editorial media coverage as a reliable or valid evaluation methodology”.

The Measurability Challenge

According to distinguished communications academic Professor Jim Macnamara, “measurement remains a key issue of contention among practitioners and their employers and clients”.

In 2015 the world’s largest trade body representing communications research, measurement and insights, AMEC released the Barcelona 2.0 Principles,  an overarching framework for effective public relations and communication measurement. Principle #1 affirmed that Goal Setting and Measurement are Fundamental to Communication and Public Relations. Measurement, evaluation and goal-setting are becoming increasingly critical as media professionals integrate marketing and communication into overarching business strategy.

But professionals looking for an overarching solution to the measurability issue have found their efforts frustrated by a lack of consensus on alternatives to the existing system. Although Principle #5 acknowledged that “AVEs do not measure the value of PR or communication, media content or earned media”, a legitimate alternative failed to materialise, leaving media professionals struggling to measure and inform their media strategy.

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The Advent of Audience Data

The 21st century has reinvented the global media landscape on a monumental scale, and amongst the more substantial of the technological advances is the ability to track the engagement of online readers. This means no more reliance on traditional metrics such as circulation figures, readership estimates, polls, surveys and panels. Rather than relying on outdated measurement metrics such as ASR and AVE, journalists, marketers and media teams have the opportunity to access deep, granular data-based insights to inform their monitoring. 

Streem is the first Australian news intelligence provider to deliver comprehensive data on the engagement, geography and profile of news consumers across Australia, making it a leader in audience insights. Unique, industry-first data sourced directly from Australia’s largest publishers is built from the realtime online behaviour of over 14 million Australians each day, providing media advisors, comms teams and PR professionals with an elite level of visibility across live media issues. 

Screen Shot 2017-04-21 at 11.41.28 amFrom small stories to major news issues, Streem delivers highly accurate and realtime audience data that helps media stakeholders measure earned media engagement. From crisis communications, measuring brand and issue engagement or understanding the public’s participation in news issues, Streem’s Audience Data guides how an organisation engages with the public, including data which measures, actual audience engagement down to the individual reader, sentiment, competitor benchmarking, journalist, publisher and broadcaster segmentation and key message pull through

Streem’s  media analysis is driven by actual audience data (not panels or ‘guessed’ data) which provides a much richer understanding of what is being said and allows professionals to integrate audience data into business strategy.

Cyclone Debbie: The perfect (media) storm

Since Cyclone Debbie made landfall in late March, extreme weather has wreaked havoc across Queensland and New South Wales. With wind speeds of more than 263km/h, widespread evacuations, destructive floods and tragic deaths, Debbie is likely to affect regional communities for years to come. While News outlets and insurance firms have been busy crunching numbers in the aftermath of the ‘one in 100 year event’ the analysts at Streem have examined the Online, TV and Radio coverage of the cyclone.

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Debbie in Numbers

Online/Press coverage was dominated by News Corp which accounted for 62% of coverage, followed by Fairfax Media with a 13% share of media mentions of Cyclone Debbie. TV coverage was led by the ABC which accounted for 31% percent of television mentions, followed closely by the Nine and Seven networks. Coverage remained consistently heavy from 5am-11pm across Online and TV, with the exception of Radio where coverage dropped off after the 7pm evening bulletins.

In the lead-up to and aftermath of the cyclone, Debbie dominated the news agenda across the Australia’s capital cities, with largest Audience Engagement in Brisbane, followed by Sydney and Melbourne. Unsurprisingly, towns in north-eastern Queensland also generated substantial engagement, particularly Cairns, Mackay and Townsville.

Media mentions peaked on March 27 with over 2000 news stories broadcast across TV, Radio and Online. Audience Engagement culminated at 8am on Wednesday 29th March when over 54,000 Australians went online in a single hour to gather news about Debbie’s fallout. News.com.au took out the top 3 spots for individual article audience engagement, with “Destruction caused by Cyclone Debbie revealed on Wednesday morning” generating the highest audience engagement of the period, capturing 183.6k readers.

Are you a journalist looking to cover our data? We’ve got plenty more. Give us a shout at team@streem.com.au for more information.

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#3. Accuracy

This is the 3rd article in our series of ‘Reasons why you should abandon old world media monitoring for digital-first media intelligence’. Missed the others? Check out #1. Speed and #2. Flexibility.

Last week on the blog we argued in favour of the importance of speed in media monitoring. In a 24/7 digital media environment lead time can often be the difference between a crisis and good publicity, BUT only if the information at hand is reliable, accurate and comprehensive.

Aesop’s classic fable, the tortoise and hare illustrates what can happen when consistency is sacrificed in favour of speed: despite the hare’s obvious speed advantage, the tortoise wins the race because of its consistent, reliable approach. The same principle applies to media monitoring: there is no point delivering news at a lightning fast pace if it means you have to sacrifice accuracy, consistency, relevancy and analysis to achieve this.

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Speed should be paired with relevancy – and this means ensuring that your organisation isn’t cluttered with mountains of irrelevant or erroneous media, but rather a collection of relevant, actionable information.

Signs that your media monitor might not be providing you with accurate service?

  1. If you pay for your media monitoring service on a ‘per-clip’ basis, there may be a tendency for your provider to push you as much media as possible – regardless of its relevancy. Consider the volume of media you receive each month and the percentage of this which is accurate and relevant to your needs.
  2. Consider the scope of their source base: if you are an Australian company and your provider has an internationally oriented source base, you may be missing out on a tranche of influential local and regional content.
  3. Do you receive media mentions based on out of date keywords which no longer reflect the interests and priorities of your business?
  4. Is it difficult for you to flag irrelevant or erroneous material that is delivered to your business?