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Artificial intelligence, cloud computing, cybersecurity solutions, advanced connectivity or generative AI are just some of the growing trends in the tech industry right now. Global IT spending came from US$ 3.872 billion in 2020 to US$ 4.687 billion in 2023. By 2024, it is expected to increase to US$ 5.061 billion (Statista). Moreover, managers in the tech sector have high expectations for annual growth: According to a Deloitte study (2024), 62% of technology leaders think it is a good time for their company to take greater risk.
From devices and enterprise software to data center systems and IT services, the tech industry is flourishing. But this positive scenario is not free of uncertainty. In the fast-developing technology environment, a lot of pressure is put on companies to be transparent and ethical in their supply chains and manufacturing process, and to prepare for future risks and impacts of technology on society. International and regional regulatory measures for technology-related companies and services are now at the core of the public debate.
Today, tech companies are constantly under scrutiny. Governments and organizations worldwide closely watch the growing power of these companies and many of them are developing clear legal frameworks.
In recent years, the news surrounding technology companies, and especially the so-called “Big Five”, have multiplied. Amazon, Meta, Google, Microsoft and Apple have all been taken to court on charges of engaging in monopolistic business practices contrary to antitrust laws.
From a business and PR point of view, all the media coverage that draws attention to the technology sector must not be underestimated. The success or reputation of these companies depends to a certain extent on public perception. A study by the Pew Research Center (2024), for example, confirms that eight out of ten Americans believe that social media platforms and, consequently, the large tech companies that own them, have too much power and influence in politics.
Due to the relevance of technology in our society and its constant appearance in the center of the media debate, tech companies do well to strengthen their PR and communication strategies to protect themselves in times of turmoil, with especial attention to the following areas:
Reputation Management: Reputation is essential to business success. It is closely linked to building trust between consumers and the company. Whether due to positive or negative coverage, companies benefit from knowing what is being said about them at all times and thus knowing the public’s perception of them – if it is positive, negative, or neutral.
Crisis Management: Bad news travel twice as fast. Particularly in the event of a crisis or negative news affecting a company, these three aspects can make a difference: early alert, know the narrative, act. A media monitoring solution such as eMM Dart can ensure the first two steps of the process and thus help to plan an effective response and minimize the impact.
Leverage Positive Media Presence: Innovative product launches, interviews with experts, discussions about the latest technology trends and much more are often at the centre of media coverage these days. In this constant flow of information, missing a positive comment about your product or service means missing an opportunity to capitalize free positive publicity.
Media monitoring is an activity that allows observing media mentions on any topic of your interest, quantifying and analyzing the mentions in detail. The offer of available media sources depends largely on the chosen solution. eMedia Monitor (eMM) has the widest coverage of radio and TV channels worldwide and in a multitude of languages. In addition, it covers other sources such as podcasts, web text, web- and social TV, online and print media (offer might vary regionally).
Media monitoring results are available to users in a variety of formats and insights gleaned from them are the basis for making intelligent decisions and informing a company’s efforts in a multitude of areas such as reputation management, crisis communication, content strategy, competitive analysis, etc.
Modern media monitoring tools are more effective than manual solutions because they can automatically track thousands of media sources and achieve a higher number of detections.
We at eMM have been innovating this industry for years and have many satisfied customers who demonstrate the added value that media monitoring brings them with valuable benefits:
Comprehensive media coverage: observe media content in all regions the company is present in.
Content summaries: get automatic summaries of media mentions and save time not having to listen, watch or read content one by one.
Sentiment analysis: quickly discover whether mentions are positive, negative or neutral.
Translated content: discover the narratives of content disseminated in foreign languages. Thanks to the automatic translation of content, no mention remains incomprehensible.
Real-time alerts: be informed of any mention in the media as soon as it appears, without having to wait for a daily or weekly report.
Whether you want to know what’s being reported in the international media about the technology industry, understand public opinion on key issues or simply know your organisation’s reputation and be able to manage it effectively, using a media monitoring tool is the easiest way to go.
If, like our customers, you would like to benefit from the advantages of media monitoring, or would like to find out more about our solution, contact us and we will gladly schedule a free demo for you!
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