HOW A.I. IS REVOL UTION ISING - PR BETTER MEDIA MONITORING - Signal Media
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HOW
A.I.
IS
REVOL
UTION
ISING
PR
BETTER
MEDIA
MONITORING
Words: Ismail Jan
Photography: Adobe StockMEDIA WHAT IS
AN ENTITY?
MONITORING
A.I. is able to recognise any
organisation, individual, location
or event as an ‘entity.’ Platforms
that use A.I. can learn how an
entity is written or spoken about,
SHOULD BE
resulting in hyper-relevant
results. By analysing how people
write or speak about entities,
the technology recognises that
Apple iPhones cannot be eaten,
and apples are not touchscreen.
Context is key here.
EFFORTLESS
So if you wanted to look up
media coverage on Apple™,
you won’t be shown articles on
apples (the fruit). No orchards.
No cider. Just Tim Cook’s finest.
But entities are more than just
a matter of precision. They allow
”
us to compute sentiment, so that
you can keep track of whether
a company, person or place is
Media monitoring should be Thanks to revolutionary A.I. receiving positive or negative
A.I. powered
effortless, easy and insightful technology, both of these things media coverage. Relationships entities provide
but traditional methods can are possible. Instead of relying
often be the opposite. on imprecise keyword searches,
between different entities can more accurate
also be detected, allowing you information in
or clunky Boolean strings, PR to derive more detailed insight
When tracking media coverage, professionals are now utilising from your media monitoring. an effective and
you want to achieve two things: entities – search terms created
efficient manner.
using A.I. The best part? Entities get
1. Extremely precise searches But what makes entities so smarter and more precise
that exclude irrelevant coverage much better than absolutely over time. Every time the A.I. Entities can easily
You shouldn’t have to worry everything else? And why are algorithm reads a new article, adapt in an ever-
about having to manually keyword and Boolean searches
separate apples from Apple™. redundant in comparison?
it gets a better sense of the changing world,
entity’s context. And it does all
of this on its own!
in stark contrast
2. An efficient searching to the rigidity and
experience that isn’t time-
exhaustive or unsustainable complexity of
Searches shouldn’t take you maintaining long
literal days to build, and they and confusing
definitely should not have to
be continually maintained.
Boolean searches.
Dr Miguel Martinez, Chief
Data Scientist at Signal AITHE ENTITIES
Keywords are ultimately a very
poor way of monitoring media
coverage. On the other hand,
VERSUS
entities are extremely precise.
CATCH
But how much more precise are
KEYWORDS -
entities compared to keywords?
We ran some tests to find out:
WITH
PRECISION’S Company
Apple
Keyword precision
66%
Equity precision
98%
THE MISSION
Alphabet 51% 99%
Slack 17% 99%
KEY
WORDS
Searching by keyword is the From politicians that slack on
most fundamental form of the job, to teachers that don’t
searching. We do it every time cut their students any slack –
we use Google! We type in a you will receive a lot of
keyword, hit ‘Enter’, and then irrelevant information.
go through the results.
Like keywords, entities have
Keywords have perfect recall. an extremely high recall
Say you wanted to look up (approximately 99%). Unlike
media coverage on the keywords, entities show you
company Slack, so you search exactly what you’re looking for.
for the keyword “slack” across
a database of articles.
You will be returned every single
article that mentions the word
“slack.” This includes every
article on Slack (the company).
This is referred to as 100% ‘recall’,
which means you’re getting
back everything you asked for.
Keywords performed extremely Company Total number of articles Time wasted getting through
Although this seems impressive,
poorly. When we searched for you’d have to get through irrelevant articles
there’s a major catch.
news coverage regarding Slack, to see 100 relevant ones
only 17% of the returned articles
Unfortunately, you will also Keyword Entity Keyword Entity
were relevant.
be returned every article that
Apple 151 102 26 minutes 60 seconds
mentions the word “slack” that’s
This doesn’t translate well when Alphabet 196 101 48 minutes 30 seconds
not about the company.
it comes to time saving:
Slack 588 101 4 hours 30 secondsBOOLEAN
ENTITIES VERSUS BOLEAN - IT’S ABOUT TIME
Our wonderful friends at Daniel Batchelor, Global Head its products.”
IS A BORE
Amadeus once relied on of Corporate Communications
Boolean searches before they at Amadeus says, “To inform Unfortunately, their media
discovered A.I. technology. our overall business strategy, monitoring monitoring
Amadeus rely on effective we needed a solution to capabilities were very limited
media monitoring to shape benchmark, sense check and to begin with. Here’s what their
their business strategy, so it only understand how stakeholders search string looked like with
makes sense for them to use the and customers are reacting Boolean:
best tools available. globally to the brand and
A Boolean search is essentially Although this is much more
a longer, more complex precise than simply searching
keyword search. Boolean for the keyword “jaguar”, it still “Amadeus” NOT (“Amadeus Capital” OR “Wolfgang” OR “Mozart” OR “GDS Hotel
combines keywords – which in won’t be maximally precise. codes” OR “Austrian Music Award” OR “Hugo Wolf” OR “Café Amadeus” OR “Paul
themselves have poor precision The search string could literally Arditti” OR “tot Zappa” OR “Amadeus art centre” OR “Arditti” OR “Amadeus River
– with operators (words such go on forever and ever, as you Cruises” OR “Amadeus Russo” OR “godfather of cats” OR “musicals” OR “Habaneira
as “AND”, “NOT”, “OR”) in include more and more terms do Camiño” OR “cat Amadeus” OR “National Theatre” OR “Quatuor Amadeus” OR
an attempt to maximise the you want to omit or include. “Amadeus de Destardes” OR “Sala Amadeus” OR “amadeusonline” OR “multimedios”
precision of your search. Your Boolean search will also
OR “Golf Today” OR “Amadeus Hall” OR “Rambo” OR “Amadeus Ehrhrd” OR “Johann
never ever be perfect, due to
If you wanted to search for the limits of human knowledge. Hölzel” OR “Amadeus Löw” OR “Die Amadeus-Award” OR “Konzert in Amstetten”
Jaguar (the car manufacturer), We can never know every single OR “de Mozart” OR “wrestling” OR “The Chiefs” OR “FHSAA” OR “Five Chiefs” OR
you’d have to construct the term to include or omit. “Amadeus Food” OR “Lindemann” OR “Amadeus Capital Partners” OR “Amadeus
following string: review” OR “Amadeus the musical” OR “Wolfgang” OR “Amadeus Guest House” OR
For this reason, Boolean “HairerSoft” OR “Maxwell Amadeus” OR “Rock me, Amadeus!” OR “Rock me Amadeus”
“Jaguar” AND “car” NOT searches are inefficient and OR “Amadeus Data Processing” OR “Amadeus Basin” OR “Dr Amadeus Shamu” OR
(“animal” OR “wildcat” OR simply not appropriate for “Amadeus Cannon” OR “AMADEUS PETERSON” OR “Bryan AmadeuS” OR “Amadeus
“mammal” OR …so on and monitoring media coverage.
Awad’s Eon” OR “Merry Christmas Amadeus” OR “Amadeus Cachia” OR “Amadeus
so forth) Not only are you forced to
build long, messy search strings, the cat” OR “Karl Amadeus” OR “precision medicine platform” OR “Amadeus Choir”
but they are almost impossible OR “Daniel Amadeus” OR “Amadeus Ragsdale” OR “Amadeus Cachia” OR “Amadeus
to maintain over time. Traffic Analytics” OR “Amadeus Analytics” OR “Accademia Amadeus” OR “AMADEUS
Band” OR “Altéa Network” OR “Opus Amadeus” OR “Karl Amadeus” OR “Shackles of
Amadeus” OR “the film Amadeus” OR “the movie Amadeus” OR “Amadeus Association”
OR “Amadeus Choir” OR “Podvratnik Amadeus” OR “Amadeus Muscat” OR “Amadeus
Road” OR “Chamber Orchestra” OR “Amadeus Shamu” OR “Providence Players”
OR “Hoffmeister” OR “Amadeus Mozar” OR “Tom Hulce” OR “Amadeus Capital” OR
“Amadeus OM” OR “Natalia heeft” OR “Boris Becker” OR “Lilly Becker” OR “Konzert”
OR “Konzert” OR “Grand Prix Freestyle” OR “Freestyle to Music” OR “Amadeus
Concepcion” OR “basketball” OR “Amadeus Hedin” OR “Ivan Vasiliev” OR “Oksana
Bondareva” OR “Amadeus de Massa” OR “Orquesta Escuela” OR “Amadeus FiRe” OR
“Johnny Amadeus Cecotto” OR “trupa Amadeus” OR “Nicola Naylor” OR “Lyceum” OR
“Cine Amadeus” OR “Giovanna Civitillo” OR “Amadeus Nat” OR “Audi R8”)
Still here? Good.
Here’s what their search looks like now, thanks to A.I.:
“Amadeus”
Simple.A.I. has come a long way from just
being science fiction. It is now a reality
that is revolutionising the way we
live and work. Indeed, our A.I. does
”
not replace the human knowledge in
making decisions on what is relevant.
Instead, it is empowering humans to
A.I.
be more efficient keeping the room to
apply human critique and approval.
Dr Dyaa Albakour, Lead Data Scientist at Signal AI
IS
THE
FUTURE
Daniel and his team can now
track media coverage with
ease and efficiency. By ditching
OFCut through the noise with
cutting-edge A.I. technology.
In a world where there’s almost
Signal is the leading provider
of A.I. tools for PR & Comms
professionals. There are already
PR
Boolean searches (which are too much information, A.I’s over 350,000 search entities
a nightmare to build) in favour hyper-relevant results ensure in the Signal platform, and
of A.I. powered entities, they’re that you’re always in the know. this number is rapidly growing.
saving themselves a lot of time. Clients can request any entity
They can then reinvest this A.I. searches are ridiculously they’d like, no matter how niche:
time into high-value work (i.e. easy to set up, self-maintaining, interested in monitoring a tiny
competitor analysis). and far less time exhaustive fintech start-up in a remote town
than any other option. in Latvia? Not a problem, Signal
Daniel says: “We can look at Easy, efficient, and exact - can create that entity for you!
the quantity and quality of our A.I. makes for a seamless
coverage across various topics media monitoring experience. Find out what A.I. could do
and visibly compare that with for your business - request a
our competitors.” You can reinvest the time you demo today.
save through A.I. in more high-
A.I. can give you more time value work. From tracking
in the day to do the stuff competitors, to analysing
that matters. coverage across particular
themes; focus on tasks and
projects that add real value
to your business.Signal is the A.I. powered media monitoring platform delivering strategic insights that help you make the best possible decisions. For more information email hello@signal-ai.com or call us on +44 (0) 20 3828 8200 (UK and rest of world) or +1 917 398 5931 (US).
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