How media monitoring can shape government communication strategies —Expert

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9 months ago

A Media Monitoring expert, and Chief Media Analyst, P+ Measurement Services, Philip Odiakose has described media monitoring services as an indispensable asset for governments, aiming to stay informed about public sentiment and effectively manage their public image.

Odiakose, in a paper titled: “The Role of Media Monitoring in Shaping Government Communication Strategies”, stated that in today’s media landscape, the rapid dissemination of information across newspapers, websites, and social media, is not without its opportunities and challenges for government officials.

The dynamic environment, he argued, has therefore necessitated a robust strategy to monitor and analyze media content to stay abreast of public perceptions and concerns.

According to him, besides employing sophisticated tools and methodologies to capture and analyz\se a vast array of data, allowing government officials to gauge the tone and sentiment of public discourse, media monitoring services also provide invaluable insights into the effectiveness of government communication strategies, the reception of policies, and the prevailing public mood.

“This information is essential for crafting responsive and transparent government communications, thereby fostering public trust and engagement,” he stated.

He cited the case of a state government that sought to enhance its understanding of public sentiment and refine its communication strategies, by engaging a Media Monitoring and Intelligence consultancy to support its media team in tracking and analysing media coverage, including newspaper articles and web media content.

“Based on the findings, the consultancy delivered a report that included recommendations and advisory notes on how the state government’s media team could enhance their communication efforts,” he added.

Odiakose noted that the independent perspective was particularly valuable in ensuring that the government received a clear and accurate picture of public sentiment, free from internal biases that could otherwise skew perceptions.