Tracking narratives in a fragmented workplace
How communicators can regain attention.
Audiences are fragmenting.
This is true of external audiences, where there are more media outlets and social media platforms than ever before. But it’s also true for internal audiences.
Medha Chandorkar, VP of product management at PublicRelay, explained during a Tech Talk at Ragan’s recent Future of Communications Conference that they’re helping clients evolve their internal comms to better address this new reality.
“It’s moving away from newsletters that are more just lists of articles into actual tracking of narratives and themes and really focusing on the story there.” Chandorkar said. “Because, the goal is to not just talk about the articles, but really, what is the message? How is it changing?”
AI is helping PublicRelay do “horizon scans” to better understand what those messages are and how best to convey them. For instance, healthcare industry clients need to stay on top conversations like affordability, innovation and regulation from a variety of perspectives.
“You have all of these major topics, you have different stakeholders and the way they view those topics might shift all the time,” Chandorkar explained. “It does, and they’re often not aligned. And so a big part of our goal is kind of using our tools but also our human expertise to help our clients stay ahead of all of those things and make sure they’re ahead of that.”
Learn more about how PublicRelay handles fragmentation and combining the best of human and machine learning below.
