Twelve tips of Christmas: #4 Enhance your monitoring to avoid unpleasant Christmas surprises

We’ve touched on this briefly in earlier posts, but a reminder from our friends at Dow Jones Factiva suggested this was worth revisiting in its own right.

With staff away and out of contact, it’s easy to lose one of your best sources of informal business intelligence – the office grapevine. Because the day-to-day interactions between staff are so significantly curtailed over the holiday season, the rumour mill tends to grind if not to a halt, then into a very lazy holding pattern.

Unfortunately this also means that those little, niggling issues that are only ever picked up through such informal channels will tend to slip through the cracks.

Without this channel in place, some of those issues are more likely to escalate, and particularly in the case of customer service issues we usually see that “escalation” means they find their way into local (and occasionally national) media – and once a small issue breaks as “news” it’s no longer a small issue.

That being the case, now is the ideal time to get in touch with your media monitoring account manager (or PR team if they handle your monitoring), and run through your current keywords to see if there are any others you should be adding.

Additionally, take a minute to consider whether you need to increase the frequency of your monitoring – do you need alerts a couple of times a day, or is once a day enough? Is your regular clipping service suitable for your needs, or should you supplement it with online tools such as Google Alerts? Or do you need something more sophisticated again, in which case, it’s worth having a chat to either your existing agency or Hill & Knowlton’s digital specialists about what kind of real-time monitoring tools they can provide you with.

Remember – at this time of year, your speed of response is already hampered (no pun intended!) by holiday diaries; re-claim some of your time margin by getting ahead of the issues as early as possible.

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