How a vital communication tool came into existence
With Making Enviro News our aim is simple – utilising our extensive expertise, we want to provide you with easy access to what’s going on, so that you can make more informed decisions.
Innovation generally refers to changing processes or creating more effective processes, products and ideas. Making Enviro News came about through a simple need.
As a marketing consultant, I was asked to do some work in the environmental area. Endeavouring to learn what was going on and potentially competed with my clients’ activity. I began to check the national media each day. It quickly became apparent there was so much information how could anyone really keep up.
It was not about finding out what I or my clients wanted to know, there are various media monitor services for that. It was about learning what was happening in this space, driving the media attention and potentially competing with clients’ messages. The results was to gain a greater understanding of what was driving the public agenda. There was so much, some directly related, others not but drawing attention away from what my clients wanted to communicate.
To begin with a service was provided strictly for clients in a very crude email format. As requests grew it was apparent there was a gap in the market place. It was then developed into an electronic daily email with links to articles. In effect we have become a portal. The headline and first paragraph are presented with a link to the original article.
Email became limiting as many organisations had firewalls that blocked the email, so after 10 years we were forced to move to a web platform. When we did that we were able to provide more services such as an area for Specialists Reports and Sustainability Reports.
Whilst the technology changed the fundamental principal behind Making Enviro News did not.
Today, around 5,000 people agree with over 1,000 people viewing at least one page on the site, usually the current issue.
As a marketer it has provided me with a plethora of information and insights, such as: –
- What the key stories are on any particular day by coverage
- An understanding of the issues that seem to generate media attention
- Which stories generate most interest
- Areas of interest over time
- Key stories versus most interest are they the same
It is an amazing information source and I invite you to take a look if you have not before. Because environmental sustainability is no longer a fringe issue but impacts everyone in business.