More effective monitoring of broadcast and online video clips produces powerful material to better support reputation management.

When news breaks concerning McDonald's, Danya Proud, senior manager of US communications, needs to share those clips with internal corporate colleagues in 22 regions, 70-plus external PR and ad agencies, 2,500 franchisees representing 14,000 restaurants, and more.

Proud relies on a Web-based TV search/monitoring service from Critical Mention (CM) that enables her team to search, track, and view information from ...