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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 rose from $ 3,872 billion in 2020 to more than $ 5,000 billion in 2024 (Statista). Furthermore, 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 innovative 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 tech environment, a lot of pressure is put on companies to be transparent and ethical in their supply chains and manufacturing process. Additionally, companies are expected to prepare for future risks and impacts of technology on society. International and regional regulatory measures for tech-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 should not be underestimated. The success and reputation of these companies depends to a certain extent on public perception. A study by the Pew Research Center (2024) 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 technology’s relevance in our society and its constant appearance in 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 always travels twice as fast. These three aspects can make a difference, particularly in the event of a crisis or negative news story affecting a company:
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, and discussions about the latest technology trends 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. This helps form the foundation for smarter decision-making. These insights support a company’s efforts across multiple areas, including reputation management, crisis communication, content strategy, and competitive analysis.
Today’s 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.
At eMM, we have been driving innovation in the media monitoring industry for years with countless satisfied customers showcasing the valuable benefits our solutions bring. This includes:
Comprehensive media coverage: Observe media content in all regions the company is present in.
Content summaries: Receive 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. No mention remains incomprehensible, thanks to the automatic translation of content.
Real-time alerts: Stay informed of any mention in the media as soon as it appears, without having to wait for a daily or weekly report.
Whether you’re tracking international media coverage of the technology industry, gauging public opinion on key issues, or managing your organization’s reputation, a media monitoring tool is the simplest way to get the insights you need.
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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