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How To Monitor Your Public Story In Real Time with Josh Ginsberg

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Apple Podcast Reviews:

A lot of great information about story telling. It is hard to pick one episode, they are all good!


I recently came across Park Howell's excellent podcast. I love how he weaves in his personal stories with the interviews of his guests. If you are involved with sales or marketing for your business definitely check out this show.


Josh Ginsberg knows all about identifying and controlling story. As the co-founder and CEO of Zignal Labs, that’s his main mission. Josh joins The Business of Story this week to talk about the creation of Zignal Labs and the ability to implement it into your business stories.

Josh Ginsberg - Instagram

Real Time Measurement Matters

Josh “cut his teeth” in politics at an early age. He has served as a manager on number of presidential campaigns, worked at large PR firms, and he even started a PR firm of his own. He saw the need for a service that could monitor brand detractors and supporters in real time and decided to found Zignal Labs.
Zignal Labs allows you to monitor and collect data points across every available news or media platform. From social media to traditional print post and television, Zignal is the only company that monitors public story in real time.
Clients are able to observe the stories being told about them as they unfold, giving them an opportunity to contribute their own unique perspective of the story and to set their own narratives.

You Control Your Story

What does this mean for your business story?
When you have the pertinent data in front of you, you are less likely to make mistakes, you are able to monitor public opinions of your story in real time, and you are able to avoid potential crisis narratives. You have the tools to shape and track your own narrative, ensuring that it follows the path you want it to take once it is disseminated to the public and that it best represents your brand identity.
The key is to create actionable insights. As Josh says, “define your own narrative. Don’t let other people do that for you.”
Want to learn how to avoid potentially crippling crisis narratives and how to share your unique brand story with the world?

In This Episode

  • Josh shares the concept behind Zignal Labs’ real-time media monitoring
  • How to use Zignal Labs to monitor and control the story your brand shares with the world
  • How to avoid crisis stories—and how to be prepared when potential crises come your way
  • The Boyd Cycle in relation to crafting story and observing news data


Quotes From This Episode

“The overall theme is to define your own narrative. Don’t let other people do that for you. You can tell your story the best.” —@joshginsberg
“We always talk about storytelling and brands—and brands try to own their story when, in actuality, the customers own the story. And they’re the ones talking and sharing the brand story with the world.”—@parkhowell

“At every single step, we faced the same problem, which was to understand what the story being told about us was and more importantly, to really put out our own story, contribute to that narrative.” —@joshginsberg

“Zignal Labs is the storytelling EKG; if you’re telling the right story, if it’s raising blood pressures, lowering blood pressures, pulling the plug—I mean it truly is your EKG.” —@parkhowell
“This tool requires you to be paying attention to your audience and what they care about, what they talk about—placing them as the hero in your story.” —@parkhowell


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