As companies grow increasingly global and the Internet allows
even smaller organizations to reach an international community,
measuring the impact of communications internationally is becoming
increasingly important.
Dell, for example, recently turned to KWHR, a small London-based
media-monitoring service, because it wanted "terrific global
coverage that was very cost-effective," says Barry French, Dell
director of corporate communications. Delahaye Medialink had been
handling some of Dell's monitoring, and while French says Delahaye
did a superb job, when it came to getting global monitoring for the
right price, "KWHR was just superior."
Delahaye offers international media monitoring and says the loss
of Dell is not a trend.
You Mon Tsang, founder of Biz360, confirms that measurement on
an international level is gaining ground: "We're hearing more and
more from our customers that global media measurement is something
they want."
Tactics: If you're shopping for a media monitoring service, make
sure it has global capabilities. The War on Terror, a potential war
with Iraq, and an unsteady global economy all could spell trouble
for U.S. companies. Monitor your reputation overseas carefully, in
the media and among employees, partners and investors in other
countries.