TAM’s PR arm will offer holistic Earned Media planning, audit, advisory & brand reputation management to brand custodians
BestMediaInfo Bureau | Mumbai | July 7, 2014
A decade old now, Eikona, the neutral Public Relations Audit arm of TAM Media Research, is embarking on its next journey. After having set many proactive PR measurement & audit benchmarks for the industry, a vibrant and freshly rebranded Eikona is all set to aid the brand custodians (client organisation and its agencies) with end-to-end solutions on brand management through earned media. The objective is to play an intrinsic role in helping clients & agencies at every step of their brand communications planning, execution and review process.
Eikona will offer holistic, neutral, one-stop research and data solutions for earned media management. Eikona’s service span will include helping brand custodians listen to the mood of the market, set communications targets, monitor execution, audit & advisory and finally, establish earned media’s impact on (corporate/product) brand reputation.
LV Krishnan, CEO, TAM Media Research, commented, “Our organisation is very uniquely placed. While through TAM and RAM we help the industry understand TV and Radio consumption patterns and dynamics of Indian consumers, what makes us come a full circle is our ability to not only monitor and correlate a brand’s paid media initiatives through ADEX but also the earned media initiatives through Eikona. These data sets help industry scientifically understand and correlate brand’s visibility as well as its reputation.”
Explaining Eikona’s focus on earned media management, Siddhartha Mukherjee, Sr. VP, Eikona, said, “We are living in a reputation economy. Here is where earned media is fast moving towards the centrestage of any brand building or sustenance exercise. While the need to manage this space has become quintessential, it is the methodology of managing and leveraging earned media that is becoming a complicated combination of art and science. Eikona will focus its energies in helping brand custodians with step by step, end-to-end solutions starting with communications planning, execution checks, audits & advisory, and finally, helping establish earned media’s impact on brand reputation scores.”
|Types of Media||Definition||Examples|
|Paid Media||Where a Company or Brand pays to obtain space in medium of choice - Print, TV, Radio, Online etc. - to promote itself||Advertisements/Commercials on TV, Print, Radio, Outdoor, Search Engine Optimization, Product Placements, etc.|
|Earned Media||Where a Company or Brand gets third party endorsements, promoted or discussed in editorial media & conversations, without any official monetary transaction||Brand’s endorsements through exposures/presence in editorials across Print, TV and Online news media as well as social media conversations|
|Owned Media||Where a Company or Brand uses channels or platforms owned by itself for Promotion or Publicity||Catalogues, Packaging, Company Websites, Company Facebook Pages, Retail & Display properties, etc.|
In India, the definition of earned media is quite different from that of Western markets. Mukherjee explained, “The Western world has already transitioned deep into the online world. Web portals, news websites, social media platforms comprising of blogs, chats forums, etc., comprise 70-80 per cent of their average daily time spent on overall media consumption. However, in India, offline mediums like Print (newspapers & magazines) and TV news channels comprise similar majority numbers! This is what makes earned media management in India offline skewed. Which is why, the Western definition of ORM – Online Reputation Management – should be more appropriately positioned for India as Offline Reputation Management.”
Set up in 2004 as a specialized service focusing on earned media analytics by TAM Media Research, a JV between Nielsen (India) and Kantar Media Research, Eikona’s partnership has nurtured longstanding relationships with an array of clients across industry verticals in India and Europe. With the largest monitoring and analytics infrastructure in Asia, Eikona’s audit & advisory services undertake in-depth study of the multi-media spectrum covering newspapers, magazines, tv news channels, websites/ portals and the social media.