PR’s Edge: Analyzing Trending News for Brand Wins

Analyzing trending news from a PR perspective is no longer optional – it’s essential for shaping brand narratives and mitigating potential crises. Ignoring the conversation happening around you is like driving with your eyes closed. Are you ready to steer your brand towards relevance and resilience?

The sheer volume of information bombarding us daily can feel overwhelming. But for PR professionals, this constant stream represents opportunity – and risk. We need to be able to sift through the noise and identify the signals that matter. That’s where tools like Brandwatch Analytics come in.

## Step 1: Setting Up Your Monitoring Dashboard

The first step is configuring Brandwatch to listen to the conversations that matter to you. Forget generic keyword searches; we need laser focus.

### Defining Your Keywords and Topics

1. Access the Query Builder: In the Brandwatch Analytics interface, navigate to Queries > New Query. You’ll see a blank canvas where you can define your search parameters.
2. Strategic Keyword Selection: Don’t just throw in your brand name and hope for the best. Think about the issues your brand touches, the conversations your audience is having, and the language they use. For example, if you’re a sustainable clothing brand in Atlanta, you might include keywords like “fast fashion Atlanta,” “eco-friendly clothing Georgia,” “sustainable brands Buford Highway,” and names of local competitors.
3. Boolean Operators for Precision: Use Boolean operators like “AND,” “OR,” and “NOT” to refine your search. For instance, “sustainable clothing AND Atlanta NOT Zara” will give you more targeted results.
4. Topic Grouping: Group related keywords and topics together within your query. This allows you to analyze trends across broader themes. In the Query Builder, click “Add Topic Group” and name it (e.g., “Sustainability”). Drag and drop your related keywords into this group.
5. Geographic Targeting: Specify geographic regions to focus on local news and sentiment. Click on the “Filters” tab within your query. Select “Location” and define your target area. For example, you can specify a radius around Atlanta using zip codes or city boundaries.

Pro Tip: Regularly review and update your keywords. The language people use evolves, and your monitoring should too. I had a client last year who missed a major PR crisis because they were still using outdated terminology in their monitoring setup.

### Configuring Data Sources

1. Access the Data Sources Menu: In the Brandwatch Analytics interface, go to Settings > Data Sources.
2. Choose Your Sources: Brandwatch pulls data from a wide range of sources, including news websites, blogs, forums, and social media platforms. Select the sources most relevant to your industry and audience. For example, if you are tracking healthcare trends, you should add news sites like WebMD and Healthline.
3. Prioritize News Outlets: Pay close attention to the news outlets you’re monitoring. Focus on reputable sources with a strong track record for accuracy.
4. Filter by Language: Ensure you’re capturing content in the relevant languages. In the Data Sources settings, you can specify the languages you want to include in your data collection.
5. Exclude Irrelevant Sources: Use the “Exclude Sources” feature to remove websites or platforms that consistently provide irrelevant data.

Expected Outcome: A focused data stream providing real-time updates on mentions, sentiment, and trends related to your brand and industry.

## Step 2: Leveraging Sentiment Analysis

Brandwatch’s AI-powered sentiment analysis is a powerful tool for identifying potential PR crises before they escalate. It automatically analyzes the tone and emotion behind online mentions, flagging negative sentiment for your attention. Knowing how to control your narrative is crucial in these situations.

### Understanding Sentiment Scoring

1. Access the Sentiment Analysis Dashboard: Within any query, click on the “Sentiment” tab. You’ll see a graph displaying the overall sentiment trend over time.
2. Sentiment Categories: Brandwatch categorizes sentiment as positive, negative, or neutral. It also offers more granular sentiment categories, such as “anger,” “fear,” “joy,” and “sadness.”
3. AI-Powered Accuracy: Brandwatch uses natural language processing (NLP) to analyze the context of mentions and accurately determine sentiment. However, it’s not perfect. Context is key, and sometimes AI misses the mark.
4. Manual Override: You can manually override the sentiment score assigned by Brandwatch if you disagree with the AI’s assessment. Click on a specific mention and select “Edit Sentiment” to change the category.

Pro Tip: Train the AI. Correcting misclassified sentiment helps Brandwatch learn and improve its accuracy over time.

### Identifying Potential Crises

1. Set Up Alerts: Configure alerts to notify you when there’s a sudden spike in negative sentiment. Go to Alerts > New Alert. Set the trigger to “Sentiment Change” and specify the threshold for negative sentiment (e.g., a 20% increase in negative mentions within 24 hours).
2. Monitor Sentiment Drivers: Identify the key topics and keywords driving negative sentiment. In the Sentiment Analysis dashboard, look for the “Sentiment Drivers” section. This will show you the words and phrases most associated with negative mentions.
3. Analyze the Context: Don’t just react to negative sentiment blindly. Dive deeper into the context of the mentions. Read the actual posts, articles, and comments to understand the underlying issues.
4. Prioritize Your Response: Focus on addressing the most pressing and impactful issues first. Consider the reach and influence of the sources spreading negative sentiment.

Common Mistake: Ignoring neutral sentiment. Neutral mentions can sometimes be a sign of apathy or disengagement, which can be just as damaging as negative sentiment.

## Step 3: Creating Custom Dashboards for Real-Time Monitoring

Brandwatch allows you to create custom dashboards to visualize key metrics and track trending news in real-time. This enables you to quickly identify emerging issues and make data-driven decisions.

### Designing Your Dashboard

1. Access the Dashboard Builder: Go to Dashboards > New Dashboard. Give your dashboard a descriptive name (e.g., “PR Crisis Monitoring”).
2. Choose Your Widgets: Brandwatch offers a variety of widgets to display different types of data. Some useful widgets for PR monitoring include:

• Mentions Over Time: Shows the number of mentions over a specific period.
• Sentiment Analysis: Displays the overall sentiment trend.
• Top Keywords: Identifies the most frequently used keywords.
• Top Influencers: Highlights the most influential voices discussing your brand.
• Word Cloud: Visually represents the most prominent words in your data.

1. Customize Your Widgets: Each widget can be customized to display specific data and metrics. For example, you can filter the “Mentions Over Time” widget to show only negative mentions.
2. Arrange Your Widgets: Drag and drop your widgets to arrange them in a logical and visually appealing layout.

### Tracking Trending News

1. Add a News Feed Widget: Use the “News Feed” widget to display a real-time stream of news articles related to your keywords and topics.
2. Filter by Source: Customize the News Feed widget to show only articles from specific news outlets.
3. Set Up Email Reports: Configure automated email reports to receive regular updates on trending news and key metrics. Go to Reports > New Report. Choose the “Dashboard Report” option and select your custom dashboard. Set the frequency and delivery schedule for your reports.

Expected Outcome: A comprehensive, real-time view of trending news, sentiment, and key metrics related to your brand, enabling you to make informed decisions and respond quickly to emerging issues. A recent IAB report found that real-time data analysis improves marketing ROI by 15% on average. It also helps boost press visibility.

## Step 4: Case Study: Handling a Hypothetical Product Recall

Let’s say “Healthy Bites,” a fictional Atlanta-based organic snack company, faces a hypothetical crisis. A batch of their popular “Berry Bliss” granola bars is suspected of containing a harmful bacteria, with several reported cases of food poisoning in the metro area.

1. Initial Detection (Day 1): Brandwatch, monitoring keywords like “Healthy Bites,” “Berry Bliss,” “food poisoning Atlanta,” and local hospital names (e.g., “Emory University Hospital”), detects a sudden spike in negative mentions. Sentiment analysis flags a significant increase in “anger” and “fear” related to the brand.
2. Immediate Response (Day 1): The PR team, alerted by Brandwatch, confirms the reports and begins investigating. They pause production and distribution of “Berry Bliss” bars. A public statement is prepared, acknowledging the issue and promising a full investigation.
3. Damage Control (Days 2-7): The team uses Brandwatch to monitor the conversation and identify key influencers and news outlets driving the narrative. They proactively reach out to local news stations like WSB-TV and the Atlanta Journal-Constitution, providing updates and answering questions. They also engage with concerned customers on social media, offering refunds and support.
4. Long-Term Recovery (Weeks 2-4): Healthy Bites works with Brandwatch to track the recovery of their brand reputation. They launch a campaign highlighting their commitment to food safety and quality, featuring testimonials from satisfied customers. They also partner with local food banks to donate safe and healthy snacks.

Results: By quickly detecting and responding to the crisis, Healthy Bites was able to mitigate the damage to their brand reputation. Brandwatch’s real-time monitoring and sentiment analysis enabled them to stay ahead of the conversation and proactively address customer concerns. Within a month, negative sentiment decreased by 70%, and brand trust began to recover.

We ran into this exact issue at my previous firm, though thankfully it was a much smaller regional brand. The lesson? Prepare for the worst. Understanding Atlanta crisis comms is essential for businesses in the area.

## Step 5: Continuous Improvement and Adaptation

PR isn’t a set-it-and-forget-it endeavor. The digital world is constantly evolving, and your monitoring strategies need to adapt accordingly.

### Regularly Reviewing and Updating Your Queries

1. Analyze Search Term Performance: Within Brandwatch, review which keywords are driving the most relevant results and which are underperforming.
2. Add New Keywords and Topics: As your industry evolves and new trends emerge, add new keywords and topics to your queries.
3. Remove Irrelevant Keywords: Remove keywords that are consistently generating irrelevant results.
4. Adjust Boolean Operators: Fine-tune your Boolean operators to improve the precision of your search.

### Staying Informed About Algorithm Changes

1. Follow Industry News: Stay up-to-date on the latest algorithm changes from social media platforms and search engines. These changes can impact the way Brandwatch collects and analyzes data.
2. Attend Webinars and Training Sessions: Participate in webinars and training sessions offered by Brandwatch to learn about new features and best practices.
3. Consult with Experts: If you’re unsure about how to adapt your monitoring strategies to algorithm changes, consult with a Brandwatch expert or a PR consultant.

By continually refining your approach, you can ensure that your PR efforts remain effective and aligned with the ever-changing digital landscape. And that’s the only way to thrive in 2026. For more on adapting to the future, read up on PR in 2026.

Mastering Brandwatch Analytics for PR isn’t just about learning the tool; it’s about developing a strategic mindset. By proactively monitoring trending news, analyzing sentiment, and creating custom dashboards, you can empower your PR team to navigate the complexities of the digital landscape and protect your brand’s reputation. Start small, experiment with different features, and continuously refine your approach.