Zavo suggests that those new to media monitoring and sentiment analysis should clearly define their aims and objectives, choose the right tools, and devise efficient monitoring tactics. She also highlights the importance of compiling extensive keyword lists and continually examining and enhancing the findings of sentiment analysis. Despite potential issues such as erroneous results or difficulty in understanding sarcasm and cultural context, Zavo believes that AI-powered tools will continue to advance and offer more insights into public perception of brands and companies.
Key takeaways:
- Artificial Intelligence (AI) is playing a significant role in the field of public relations (PR), particularly in media monitoring and sentiment analysis, helping PR practitioners gain insights into public perception of their clients' brands.
- AI-powered media monitoring technologies search online news stories, social media posts and broadcast transcripts for mentions of a specific brand or topic, while sentiment analysis tools identify the tone of the text as positive, negative or neutral.
- Before using media monitoring and sentiment analysis tools, it's important to clearly define your aims and objectives, and to consider a number of distinct alternatives before choosing a tool.
- Despite the advantages of AI, users should be aware of potential issues such as getting erroneous or irrelevant results, and the challenges of dealing with sarcasm, irony or cultural context. Manual verification and searches are advised to overcome these difficulties.