Save the Children is an independent global NGO in 120 countries leading in child rights. In India their expanse is in 20 states and have changed lives of 6.1 million Indian children. They believe in giving a bright future to every child and run programs to reach the most deprived children and provide them opportunities to learn, a healthy start in life and protection from harm.
Save the Children with its large internal and external communications and media team of nearly 25 professionals handle a variety of responsibilities related to online and offline media. These teams together from various states in India ensure that the Save the Children organization is the leading voice within media 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. Apart from this, the organization wanted to serve/pitch today’s media with credible research-centric data that comes from primary and secondary research conducted by their teams pertaining to prevalent and trending issues around children such as girl 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 issues that are directly correlated to the interest of media.
“There was a lot of coverage being generated about us and despite the large team, we were struggling to track the coverage which led to a lot of missed articles. Since we operate in various Indian states, we also required regional tracking and print coverage.”Vinay Kaushik Assistant Manager - Communications National Support Office, Save the Children
Save the Children, after experimenting with various monitoring and tracking solutions favored Meltwater to help solve their media and PR needs. The Meltwater listening tool allows them to track the news and information on various issues related to children such as child health, child abuse, child education etc. and helps them share relevant information to the concerned team for action or spreading awareness. Besides tracking general industry topics, they also track the coverage on their popular campaigns and advocacy programs. Customized searches using relevant keywords also help 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 in maintaining the quality of their coverage along with providing an opportunity to identify other potential publications covering similar topics. During events and campaigns, other tools from within 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 the targeted and relevant sources to gain maximum results.
The daily morning and afternoon alerts help us stay on top of the pulse of the industry and react accordingly to the trending topics and themes. We can tailor campaigns and address the issues in time and spread awareness within the publicDevendra Singh Tak General Manager - Media and Communication National Support Office at Save the Children
Measure share in media
Share coverage on their website
Establish a reporting mechanism
The Meltwater dashboards help in measuring their media exposure in comparison to other NGO’s involved in similar initiatives. The share of voice, keeps them stay on their feet in contributing more towards the cause and in adhering to their mission of staying ahead as a leading center for child related issues and in setting a niche for their organisation.
The Newsfeed on the website is powered by Meltwater that allows them to cherry pick recent coverage around the organization that showcases the generous activities to its visitors. The website is always updated and relevant that impacts fund-raising and also the SEO.
The monthly news and social media reports prepared by the Meltwater team helps them to monitor the overall health of the organization along with giving a realistic picture with facts and figures to which campaigns, celebrity endorsements and other programs have remained popular with the audience and have generated maximum impact. They pull out links from these reports for other specific reports that help in pitching to donors and in partnering with potential advocates.