Take-outs from FIBEP World Media Intelligence Congress in Lima
Every year, Media Intelligence players from around the world meet at the FIBEP congress to share knowledge and to think about the trends, opportunities and perspectives taking place within the industry.
It was my fifth time attending this event, which took place in Lima, Peru, this year. FIBEP is the world’s largest media intelligence association with over 130 corporate members from more than 60 countries. Several years ago, we met to speak about things like press clippings and media monitoring. Today, however, the conference is much more focused around media intelligence in a digital world insofar as this activity contributes to the development of many insights for our clients.
Here are a couple of my take-outs from the recent event:
Are we shifting away from algorithms and towards more human understanding?
The first lesson I learnt during the three days, was that human added value is back! While Facebook has announced that humans will help curate news stories (New-York Times, 20th August), the Media Monitoring industry has put more emphasis on the fact that this added value has, for a long time, been inseparable from its activities. In a fragmented media world, companies and public institutions need, more than ever, to work with the media monitoring industry. They don’t need or want to be informed accidentally or by a robot. They need this human added value to find the news, select it and analyse it…and ultimately help them throughout their decision-making process. Following countless debates on Artificial Intelligence over the last couple of years, it now appears that “human added value” has made a comeback.
This ‘human element’ was also evident during the presentation made by Renée Richardson Gosline. Renée is Senior Lecturer for the Management Science group at the MIT Sloan School of Management and is a leading expert in the science of digital marketing and brand strategy. During her presentation, she underlined the importance of behavioural science in the data world and digital age. The question posed was: As companies work day to day to enhance the customer experience with bots, are we even ready to trust these bots? The answer? Not quite so clear and scientific. Renée works with her team to evaluate who trusts the bots and why. Regardless of the answer, she explained that: “As we race to hire data scientists, we should have teams also comprised of behavioural scientists who understand the complexity of the behaviours.”
Analysing the news is a science too. In his session, Sergio Franco from Boxnet (Brazil) presented the three phases making up the news journey, built by a reputation manager. The first one is the repetition: “Repetition shapes public perception and determines the influence and impact… which is of a top priority for reputation managers”. The second one is the supplemental information you can give in a communication process. And the last one is the contradictory information. Contradictory information conflicts with repetition of information. Therefore, it is essential to build a positioning. Especially in the case where the contradictory information is… a fake news.
In the post-truth world we live in, fake news and even deep fakes could be a threat for both institutions and the brands. I believe that the media monitoring industry is at the start of a revolution which could be summarised in one question: How can the media monitoring industry integrate fact checking with its own processes to help clients be more proactive against fake news campaigns?
There are currently several initiatives around fact checking. Publishers are involved but several other companies or institutes are taking on the initiative as well. During the congress, Chequeado and Ojo public, two Latin-American companies, presented their fact checking processes. There is an International Fact Checking Network (IFCN), part of the Poynter Institute, which guides on best practice in this field too. Because media monitoring companies are the only ones with access to all the news, they have the ability to analyse, to check and to detect fake news before it goes out. Which is why our industry is at such a turning point…
….And this future could be bright! The ICCO World PR report 2020 presented during the congress, showed that 42% of the respondents think that corporate reputation will grow in the next five years after strategic consulting (46%) and before multimedia content creation (32%). In parallel, 37% of respondents think that measurement and analytics will be a top investment in 2020. The report underlines that media intelligence is still highest in terms of the most likely client requests: Media clippings (44%); engagement metrics (Social media figures - 22%); awareness metrics (12%) and AVE (10%). And finally, the most important objectives to clients’ PR goals are corporate reputation (41%) and product, marketing & sales (35%), both far ahead of issues & crisis management (8%).
With such great perspectives coming out of this year’s conference, I’m very much looking forward to seeing what’s in store for the industry when we meet again in Dublin, next year.
Christophe Dickès is EMEA Communication Leader & Global Copyright Director, Media Division at Kantar