For Hertz, intelligence is critical, and when it comes to speech media monitoring, there is only one option - All Ears. Cecilia Saberi, Head of Communications at Hertz, talks about the importance of monitoring the entire media landscape and the risks of analyzing only text-based media.

Why Hertz is measuring presence on TikTok and YouTube - "We find out everything through All Ears"

When Hertz started covering voice media, they realized exactly how much they were missing out on by covering only text-based channels.

"We gained insights that we would never have had access to without All Ears. As podcasts, YouTube and TikTok grow in popularity, it's becoming increasingly important for us to monitor spoken media. With All Ears, we get the full picture of how we and our industry are mentioned in the media."

All Ears uses the latest AI technology to monitor, measure, and analyze millions of podcasts, YouTube, and social media channels. In previously inaccessible channels, Hertz can now measure its media presence and analyze the impact of its communication efforts.

"We monitor everything about Hertz, and we also use broader search terms like 'car rental' to get the full picture of what's happening in the industry. It's our responsibility to stay informed, not using All Ears is the same as not doing your job."

"We gained insights about our company that we would never have found out otherwise."

By monitoring everything that is said, Hertz stays informed about both major news and specific events. For example, key insights can come from following global trends as well as individual customer experiences.

"For example, if a customer has had a bad experience, we can follow up by contacting the rental location in question, find out what happened, and prevent similar incidents from happening in the future. Without All Ears, we probably wouldn't have even known anything happened."

This is Hertz's PR value in spoken media

All mentions are automatically compiled into comprehensive reports showing, among other things, reach, PR value, tone and context. In just a few clicks, all mentions can be shared internally within the organization or externally on social channels.

"Through the reports we create a basis for optimizing our customer relations, improving our communication and increasing our PR value. We have many different options when it comes to monitoring text media, but All Ears is the only choice in audio monitoring."

All mentions can be listened to directly from the mention, saving Hertz time and money.

"The lack of time is one of our toughest challenges; we don't have the resources to sift through hour-long programs. All Ears filters out all the irrelevant information and the fact that we can listen to the clips directly from the mention makes our work so much easier."

"Everything said in the media affects us"

As a global organization, it is not only national news that is important to monitor, international news about the car rental industry has both direct and indirect effects at the local level.

A clear example of this is Hertz's historic purchase of 100,000 Tesla cars earlier this year, which affected the branding of all local operations around the world.

"Even if we don't have a direct collaboration with Hertz International, what happens at the international level always affects us."

"If your company is not already using All Ears, get it"

Why you should use All Ears goes without saying, says Cecilia. Monitoring the entire media landscape is not just about staying informed, it's about taking responsibility as a company. Understanding your target audience and their opinions means understanding the forums in which they interact.

"There is no need to explain why companies should use All Ears. The majority of all media produced is in spoken form, following what is being said about your brand and your industry should be a given. All Ears is on a rapid growth journey right now, and they will continue to grow because they have a unique product that matches the media landscape of the future. If your company isn't already using All Ears - get it."