Waterfall steps

Traditional, print, broadcast, social – no matter the channel, large enterprise brands are deluged with media chatter. Twenty different social networks around the world that each have over 100 million active users and over 2.1 billion people have at least one social media account — which equates to 2.5 exabytes of media of data produced daily.

But how to make sense of it all? Chief communications officers and their staffs need a way to separate the signal from the noise. The best way to do that is through consolidating media intelligence data across departments, aligning workflows and strategies, and empowering brands in the day-to-day through centralizing media intelligence data.

media data created every minute

Yet establishing that centralized, enterprise-wide media intelligence system doesn’t just happen. It takes a strategic mindset – and a straightforward, four-step approach – to transform company systems, processes, data and workflow into an enterprise asset that benefits the business as a whole.

Maximize the potential of media intelligence with these four steps:

4 step process to centralize media intelligence

1. Monitor

This phase establishes basic table stakes by using media monitoring and social listening to understand what’s being said about a company’s brand in the marketplace. Today, many communications and marketing organization are operating with a disparate set of tools and multiple data sets. Not very easy if you’re trying to get a single complete picture of conversations involving your brand.

2. Formalized

Creating a centralized dataset is the foundation for building a data-smart enterprise. Rather than adhering to artificial divisions by media type, all tools and data types should be brought under one roof. This creates a useful forum for rapid decision-making and knowledge sharing. By aligning measurement metrics between the PR, communications and social/digital teams, the CCO will begin to harmonize key workflows (campaign/event measurement, issues management, influencer marketing, etc.). During this phase, organizations will start to recognize the interrelationship between media intelligence and enterprise/customer data.

3. Integrated

Armed with a centralized dataset and insight-rich reporting, the CCO can create a cohesive roadmap for decision-making. If all teams see the same intelligence, it is much easier to agree on the right workflows for distribution, recommendation, and action. Integrated processes create efficiencies and allow departments to benefit from each other’s knowledge. Finally, by analyzing media intelligence and enterprise/customer data, CCOs and their teams will better understand how conversations across the media spectrum are impacting the company’s business.

4. Centralized

During this final step, the CCO and their company will achieve a “Mission Control” state – personified by a physically branded center of excellence. This empowered organization will support the company’s worldwide teams, brands and business units, with alignment across a broad matrixed organization. Most importantly, this internally branded element creates a shared goal and instills a company culture of collaboration in pursuit of the common mission.


Some of Zignal’s large enterprise customers today have established ‘mission control’ centers inside their headquarter and affiliate offices. These centralized hubs serve as aggregators of media intelligence data, reports, processes and decisions. Most importantly, during a crisis, these physical facilities become the nerve center of all operations to ensure consistency, rapid response and data-driven decision making.

If you would like to learn more about how communications departments can benefit from a centralized media intelligence platform, download our whitepaper: “The Mission Control Mandate for Today’s Chief Communications Officer.”