The importance of good issue monitoring

Overwhelmed by the flow of news? Read here how good monitoring helps you keep focus

In this blog, Issuemakers would like to point out to organizations the great added value of good issue monitoring. If you set up monitoring in the right way, i.e. for a longer period of time with a view of both your organization and the outside world, it provides the focus that is needed in the information age.

Chaos and the information society

When the use of steam engines became common in Great Britain's factories around 1800, it not only signaled the start of the Industrial Revolution. The invention of the brilliant Scotsman James Watt – he improved the steam engine so that it became suitable for the factory – also led to a period of chaos and uncertainty. The machine caused such an increase in speed, volume and complexity of the industrial process that numerous problems arose: train accidents, loss of shipments, and miscommunication were commonplace.

In order for everything to run smoothly, a strong need for control arose, writes the American sociologist James R. Beniger in 1986. He mentions the various control mechanisms that emerged just after the industrial revolution: telegraphy, stamps, paper money, typewriters, telephone, radio and television. It was Beniger who referred to these developments as the rise of the Information society, a term that has become commonplace.

You can now say that the information society does not only concern traditional industry. The information society inundates consumers and organizations with a constant stream of new messages, broadcasts and events. The possibilities for making appointments, communicating and staying informed have become endless. But it is becoming increasingly clear that the unlimited availability of new information does not automatically lead to informed citizens and organizations.

In the information society it is difficult to see the forest for the trees. How can you keep focus, not fall for disinformation, understand what is happening outside their so-called bubbles and respond to what is going on? How can you ensure that you do not fall prey to the chaos and uncertainty that the information society once had to provide an answer to?

How issue monitoring can help your organization

As an organization, it is important to properly adjust your social antennae in the information society. You keep an eye on the relevant stakeholders and which topics are or will become important. But that is only the beginning of good monitoring. Because how do you ensure that you receive the relevant information and do not become overwhelmed by information? For this you not only need a watertight search, but also good interpretation.

The fact that an issue is mentioned is not enough information. It is nice to know that a meat tax is being discussed in the House of Representatives, but you cannot base strategic choices on that alone. If you focus on the food issue and meat for a longer period of time, you will gain insight into the context in which an MP makes a statement. Does he receive support from other MPs, or did he make another statement two weeks ago? By spotting these types of developments you can assess whether the political playing field is changing, and therefore whether this is the right time to take action.

Another concrete example is the packaging information on food. Receiving an occasional newsletter about 'healthy food' is not enough. But anyone who has been monitoring this issue for years has come across the announcement of new European legislation that requires manufacturers to include information about the amount of salt, sugar, fat and other fattening agents on the label. It is essential for marketers, policy officers and communications staff at a supermarket to see these types of developments at an early stage, so that they can investigate what this change means for their business operations and marketing.

Many organizations are aware that issue monitoring is an important aspect of the strategy. But it is not always clear how this monitoring should be structured. Issuemakers are happy to help you set up good monitoring for your organization. So that you are no longer inundated, but can respond to the latest, high-quality information. Knowing more? View the offer on our website or contact one of our advisors.