This is the PR value for Greenpeace Nordic right now
The impact of any independent organization depends entirely on the societal engagement they are able to generate. We met Daniel Bengtsson, Head of Communications at Greenpeace Nordic, to discuss which factors underlie their leading position.
Greenpeace is currently the world's largest NGO and is continuously expanding across borders. Their impact on the world revolves around raising awareness of environmental issues. Thus, finding effective methods for improving communication is key. For Greenpeace that involves using AI-powered media monitoring and analysis.
“Monitoring spoken media is the foundation to our growth”
Greenpeace were early adopters of All Ears – to monitor, understand, and measure their presence in the new media landscape. The SaaS company operates internationally and helps other market leaders like Walmart, Hertz, and Canon to track, monitor, and analyze their media presence.
“We signed up with All Ears quickly after they launched because we understood how important the platform would be for the future, today we monitor everything that is being said about us,” says Daniel.
Every time Greenpeace is mentioned in a podcast, in a live stream, or on any social media platform, they get an instant alert with a direct link to the clip.
“We get insight in the character of our publicity, the channels we are mentioned in and understand what differs us from other similar organizations.”
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“All Ears is really important for understanding people’s opinions about us”
The platform is an effective way for Greenpeace Nordic to analyze the outcome of specific campaigns and missions, but also to keep up with news and political developments concerning the climate.
“We understand the general opinions regarding the climate, and we can keep up with political and societal changes that matter to us.”
Actionable insights from powerful reports
All Ears’ AI analyzes sentiment, topics, and context – and turns thousands of mentions into actionable insights. All mentions can easily be shared within the Greenpeace organization, or exported to other tools.
“We can compare our development with previous years and understand our current position in relation to our long-term vision. It is easy to motivate or change our direction with a clear understanding of the presence.”
In this example, we can see that during the past year, Greenpeace Nordic has been mentioned to a value of over 56 million SEK, and reached over 53 million people.
“With the reports, we can track our development over time. For instance, we work consistently with targeted campaigns to raise awareness, with All Ears we get direct results on our level of impact.”
“We work consistently with targeting campaigns to raise awareness. With All Ears, we get direct results on our level of impact”
Podcasts — the future of spoken media
As the leading provider of podcast listening in the US, All Ears is analyzing millions of shows. As we can see from the report, 25 % of all mentions come from podcasts, and according to Daniel, it is the most effective way of reaching a broader audience.
“It is important for all brands to keep up with what is going on within the entire media landscape, especially the conversations taking place in podcasts since it is an outlet that is growing rapidly right now.”
“It is important for all brands to keep up with what is going on within the entire media landscape, especially the conversations taking place in podcasts.”
The average podcast listener is usually more engaged and inquisitive for knowledge than a person scrolling through social media, says Daniel. Thus, it becomes even more important to keep track of the information communicated in podcasts.
“The most challenging in all types of communication is finding the right balance between reactive and proactive communication. With All Ears we get insights in the results of our communication and we understand the right steps to take for the future.”