Challenge
“One of our key roles is helping connect the Australian community to global issues,” said Head of Communications, Peter Taylor.
“They know that when there’s a crisis or an emergency, World Vision is a voice that provides information straight from the source. In doing so we help open the eyes of Australians to what’s going on in the world and show them how they can play a part. Earned media is a key way World Vision connects with Australians.”
Peter said Meltwater’s media monitoring product has become an important part of the daily operation not just for the communications team, but for the World Vision team as a whole.
“The first thing our staff hear from World Vision each day is a morning news bulletin that the media team produces,” he said. “It’s normally in email inboxes by 7.30am. We use Meltwater to source the content, to make sure we’re all across the key stories that played out in the previous 24 hours.
“In times of emergency, we have media team members working around the clock, so we’re relying on Meltwater to provide us with updates as soon as the story lands.”
Peter said perhaps the most important service Meltwater’s media monitoring provides is to help provide a guide to sentiment and general interest in any story, topic or crisis.
“Meltwater provides us with a pulse check on what Australians are talking about and helps us look at how we can best tap into it,” he said.
