Challenges:
A legal case involving a national figure became a headline in national news, significantly decreasing the figure’s Keyword Net Sentiment score (positive + neutral sentiment – negative sentiment).Solutions:
To address this challenge, we implemented the following strategy:- Monitoring news in real-time through a dedicated dashboard to identify any negative news as soon as it appears.
- Mitigating the issue through counter-narratives by producing positive news to balance the negative coverage.
- Using targeted ads to increase the reach of positive news to the appropriate audience.
Results:
Within 14 days of the issue:- 38% increase in Brand Net Sentiment.
- 93% reduction in the reach of news related to the issue.
- 88% reduction in the number of news articles appearing.
