Abstract: Perception is reality. Understanding how your organisation is portrayed in the media, how your messages are received, and how industry trends are presented are invaluable insights. Further, social media can be considered the focus group that never goes home. Social platforms and channels are where customers can readily vent and chastise companies about their products and services. Media monitoring and analysis of traditional, social and online channels put you where your customers and audiences are, allowing you to understand your impact. Data helps communications professionals develop targeted strategies and shape messages to reach key audiences, as well as arm your marketing and customer experience teams with critical insights on how your customers are responding to the products and services you provide.

Moderator: Carmy Joseph, Corporate Communications Officer, St. Lucia Electricity Services Limited