Media monitoring deal

The investment, which catapults MSA to the forefront of reputation management based on media monitoring and news analysis, is based on a partnership with Delahaye Medialink Worldwide - the global leader in media analysis and intelligence technologies.

Bridgman Sithole, a director of MSA, said direct access to proven methodologies developed by Delahaye to track, measure and benchmark how media coverage influences the reputation of a company, enables MSA to offer corporate executives and professional communicators this powerful management tool.

"Media coverage, whether planned or unsolicited, has a major influence on corporate reputations. The ability to monitor, analyse and track changes is recognised internationally as an executive responsibility associated with good corporate governance.

"For the first time in South Africa, company and communications executives can measure their media reputation and compare it to their competitors or peers, while interpreting to what extent it is either an asset or a liability. It also helps drive, evaluate and measure communication strategy efficacy," said Sithole.

"The ability to convert volumes of media coverage using advanced reporting tools into strategic information for effective reputation management, is what distinguishes MSA in the market. Measuring published column centimetres and attributing an equivalent value based on advertising rates expresses a dubious, purely quantitative measure. MSA's media monitoring and news analysis services provide a quantum shift from 'output to outcome-based' reputation and image management," he said.

Norman Clements, managing director of Delahaye Europe, said he was delighted that Delahaye's methodologies and services, used by top US and European companies, are now available to South African organisations through MSA. The acquisition of a stake in Delahaye Africa's operations follows MSA's transformation earlier this year when the black-owned group, Mowana Investments, purchased 51% of MSA.