Pontifical Catholic University of Peru is the country’s top-ranked private university. Founded in Lima in 1917, the university has nearly 28,000 students enrolled in more than 50 fields of study. As Meltwater clients since 2014, they use the platform for media monitoring, analytics, newsletters, social media, and even research.
Formally known as Pontificia Universidad Católica del Perú, PUCP is a quiet oasis situated within Peru’s capital city. Lima’s hustle and bustle is a big plus for university students seeking excitement, yet challenges administrators tasked with safety and quality of life issues. PUCP celebrated their centennial in 2017 and are already anticipating another 100 years as Peru’s top-ranked university. Reputation management is extremely important to them.
Before bringing Meltwater on, PUCP wanted the ability to monitor established news sources as well as newer media channels being used by students. They were also interested in applying metrics, including sentiment, to dig deeper and respond effectively when needed. They also wanted the ability to reach out to their community through social media and newsletters and proactively engage with them on important topics.
The university’s Michella Cumpa says, “If I were to list our communication priorities, they would include knowing everything that can affect the university, mitigating emergencies effectively, and measuring the sentiment around a situation. We recently had an incident that combined all of these priorities, when a robbery occurred in one of our campus coffee shops.”
Prior to Meltwater, we only monitored a few media outlets. Everything was manual and very time-consuming.Michella Cumpa Coordinator, Office of Content Distribution, PUCP
Since subscribing to Meltwater in 2014, PUCP has been able to provide blanket coverage of the media on all channels, ensuring that nothing of interest slips past. They used the platform to reach out and fine-tune their communications leading up to their 100th birthday celebration in 2017. Michella Cumpa says, “Meltwater allowed us to access both traditional and social channels, which made everything that much more successful.”
An important if less pleasant example of their increased media monitoring is a recent theft that occurred in a campus coffee shop. This quickly became a case study in crisis management, as PUCP used Meltwater to follow the incident, explain to students what was happening, release a statement to the media, and monitor and mitigate any adverse publicity.
To keep everyone informed, three newsletters are sent automatically by the platform to different audiences, highlighting press mentions along with proposed legislation that could impact the community. The newsletters also allow the university to follow topics that are important to students, faculty, and staff, such as climate change.
Meltwater allowed us to see how the media was portraying the theft at the coffee shop and accurately capture sentiment. We knew exactly when to respond, what information to provide, and when to step back.
Monitor traditional and social media channels, all in one place
Mitigate the impact of adverse publicity during an incident or crisis
Easily distribute newsletters, each automatically customized to a distinct audience
"We’re transitioning to the digital sphere, but we still have a greater presence in traditional media. That’s why it’s vital for us to be monitoring both types of media. Meltwater lives in these two worlds, with the perfect platform to make sense of the familiar networks and the modern participatory channels." - Michella Cumpa, Coordinator, Office of Content Distribution
"We recently commemorated the first 100 years of the university. To prepare for the celebrations, we used the platform to send preliminary communications, publicize the visit of a Nobel prize winner, and organize a social studies congress. Our newsletters helped us share our success with everyone involved." - Michella Cumpa, Coordinator, Office of Content Distribution
“Meltwater made it possible for us to follow the commentary on the robbery. With the alerts we received from the platform, we were able to understand what happened and release a statement to the media almost immediately. For the next two weeks we then followed the discussion closely.”