Save the Children

Challenge

A requisite for monitoring current issues and impactful coverage

With its internal and external communications and media team of nearly 25 professionals, Save the Children handle a variety of responsibilities related to online and offline media. These teams ensure that the Save the Children organization is the leading voice for children related issues. The organization has a rigorous calendar of activities, advocacy programs and campaigns they run for the welfare of children every year, some on a large scale while others on a moderate scale, nevertheless attracting a lot of media attention. Beyond this, the organization also wanted to pitch the media with credible data found from primary and secondary research conducted by their teams on trending issues around children such as female education, child labor, street children etc.

The team needed to measure the reach and monitor the quality of media that was writing about the organization. They also needed to understand the pulse of the public and current relevant issues.

Solution

Simplifying media and PR reporting

After experimenting with various monitoring and tracking solutions, Save the Children partnered with Meltwater to help solve their media and PR needs. The Meltwater listening tool allows them to track news and information on various issues related to children such as child health, child abuse, child education etc. It also helps the team to share relevant information they need to action or start spreading awareness about. Besides tracking general industry topics, they also track the coverage of their popular campaigns and advocacy programs. Customized searches using relevant keywords assist them in benchmarking their share of voice in the media against activities and campaigns of other NGOs aimed at children welfare.

Monitoring the source of their published material helps maintain the quality of their coverage and journalist relationships, along with providing an opportunity to identify other potential publications covering similar topics. During events and campaigns, other tools from the Meltwater suite, such as the influencer contact database, assist them with their PR efforts by offering access to thousands of journalists and bloggers. Segmenting the journalists according to beat and publications allows them to disseminate their press releases to targeted and relevant sources and gain maximum results.