Research
Clear Analyses for Effective Communication
Ketchum Pleon measures the success of its work and is ready to be measured by it, using a sophisticated repertoire of scientifically based evaluation and planning methods. At the same time, monitoring and evaluation are connecting elements in intelligently run issues management and in measuring the effect of PR work. They need to be deployable with limited input and a high level of day-to-day benefit. Only then do they count toward the success of public relations work. In addition, comprehensive research tools enable our clients to plan their communication activities and optimize their in-house knowledge management.
Media Monitoring
Ketchum Pleon ’s media monitoring aims to provide timely, reliable information about the latest news situation flexibly and individually, cut to the cloth of our clients’ topics. And by using E.NewsRoom we cover technical development from the printed Press digest to the multimedia news portal. We process information from different sources, such as newspapers and magazines, wire services, videotext, the Internet, or weblogs. Electronic Press digests can be compiled not just individually with regard to content; they can also be distributed in increasingly different ways. We distribute them by e-mail or intranet and can also, in a crisis, feed PDAs or use text messaging.
Issues Management with E.NewsRoom
We use the IT-based management system E.NewsRoom for our clients’ issues management. The system maps the entire process, from information gathering via selection and prioritization of issues to developing a position and acting on it. Information about an issue and assessments of it can, for example, be retrieved digitally and up to the minute by means of E.NewsRoom.
Additional media analysis based on individual and qualitative evaluation design provides a detailed media landscape research for measuring successful communication performance, such as:
- tracing and evaluating long-term topics development,
- competitive benchmarking or
- identifying business-related trends in the context of Issues Management
The result: Systematic measurement with the objective of a continuous optimization of communication measures.
Market Research
Do communication measures lead to success? Did they really reach the target groups? How must a study be undertaken to deliver up-to-the-minute, relevant findings that interest journalists? From employee surveys to customer surveys and representative surveys on individual issues or industries, Ketchum Pleon market and social research carries out quantitative and qualitative surveys as agreed with our clients and customized to their individual requirements.
Desk Research
We have access to 40,000 international business, research, and Press databases. Our Desk Research carries out research assignments on a daily basis that range from details to the totality: individual newspaper articles, specialized essays, byliners, deadlines or complex subject, market and industry overviews. This information is processed for our clients to produce, say, company or industry profiles. If research on the Internet or in business databases fails to deliver the results required, we use the telephone.
Study Database
Ketchum Pleon's study database supports our clients’ information management as an intranet- or extranet-based tool. What they get is information about the latest studies that they can use in their daily work. In this way existing basic knowledge and relevant developments reliably reach everyone who needs to know. The focal points of information can be adjusted as agreed with our clients at any time.
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