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News monitoring helps companies know how they are being perceived.

News monitoring helps companies know how they are being perceived

John Henderson created News Search Limited because he believes information is power, especially when it's news.

Companies need to know what is being said about them and who is saying it, explained Henderson, who is president of News Search in Thunder Bay.

The company tracks and records radio, television and print news which concerns the issues facing its clients.

According to Henderson, his firm can play an important role in a company's public affairs program by providing the facts concerning any sensitive issues affecting the company, such as environmental issues, labor relations or government legislation.

According to Henderson, the service helps a company to manage issues accurately and effectively by staying informed about what is being said and how the story is being told.

"An issue will surface in a news broadcast and it is our job to have it on the president's desk when he starts to field calls on it," Henderson said.

"It allows a company to make correct judgements and take confident action," said Henderson, adding that the service establishes "how a company is perceived by the public."

According to News Search, the service also provides a "real edge in the struggle for power."

Although reluctant to divulge the names of companies which have taken advantage of this service, Henderson said clients have included provincial government ministries and some of the larger corporations in Northern Ontario.

He said the service is a "facilitator of better communications between people."

Commenting on the cost of the service, Henderson said that it varies, depending on the usage.

He recommended companies spend at least 10 per cent of their advertising and marketing budgets on monitoring and analysis of corporate image.

"Any company strategy should have monitoring and analysis," insisted Henderson. Otherwise, he said, companies are simply "wasting their money" on advertising.

News Search was started five years ago by Henderson, then president of the northwestern Ontario marketing and advertising company, Henderson and Associates.

Originally designed as part of the service offered by Henderson and Associates, News Search expanded and became a registered company in 1988.

Since the expansion, News Search has opened offices in Sudbury (1988) and, at press time, had informed Northern Ontario Business of plans to open a branch in Sault Ste. Marie.

As well, News Search has joined the Ontario News Monitoring Network. According to the company, the network was established to offer clients the most extensive media monitoring in Ontario.

The network consists of offices in Toronto, Ottawa, London, Windsor, Thunder Bay and Sudbury.
COPYRIGHT 1990 Laurentian Business Publishing, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1990, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:Communications Report; News Search Ltd.
Publication:Northern Ontario Business
Date:Aug 1, 1990
Words:427
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