From bad headline to the account team in minutes

Larissa heads media monitoring at one of Sao Paulo’s largest PR agencies. She looks after forty brands. Every morning three interns read the news sites for clients’ names. A bad story posted at nine reaches the account team at three, after the client’s chief executive has seen it. Most days they read four hundred stories to find six. With xMap Flows, Larissa built Echo. Every fifteen minutes, Echo reads Brazil’s main news feeds, keeps the stories it has not seen, picks out the ones that name a client, with its account lead, judges whether each is good or bad news, and posts it to that client’s team. A critical story about a client’s factory goes up at twelve past nine. By half past, the account team has it, marked bad news, and a statement is out by ten. The interns now write coverage reports instead of reading. Larissa’s clients used to call her with the news. Now she calls them first.

The story in words