The University of Gävle is one of the many academic institutions choosing to invest in media monitoring. Today, they monitor spoken media through All Ears, something that according to Press Manager Anders Munck serves several important purposes.

Monitoring gang crime discussions, tracking new research collaborations, and increasing visibility in the media are just a few ways the university uses All Ears in their daily work.

“We monitor everything that’s said about us”

“We mainly use the monitoring in three ways: to share, to inform, and to monitor. Sharing is important because it allows us to highlight research and news in our social channels. We inform internally through monthly reports and leadership meetings. Finally, the largest use case for us is monitoring – we track everything that’s said about us in spoken media.”

According to Anders, it is essential for the university to monitor many different topics since the institution is active in multiple research areas and sectors of society. Missing an important mention or discussion could mean missing an opportunity.

“We work with many different keywords because our research covers a wide range of topics. For example, we monitor areas such as healthcare science, logistics, industry, and occupational health.”

One topic that frequently appears in public discussions is gang crime, which the university actively monitors.

“Gang crime is a topic that’s widely discussed across media. We use All Ears to stay on top of what’s being said.”

Criminology is one example of an area that is particularly relevant for the university. The University of Gävle has previously received attention for its investments in criminology and the work of its researchers in the field.

How it works

All Ears runs continuously in the background, delivering clear and immediate insights. While the technology behind the analysis is complex, the results are designed to be simple and easy to understand.

Monitoring happens in real time. Whenever the University of Gävle is mentioned in spoken media, they receive an instant notification along with a direct link to the segment. This ensures they never miss important information or media coverage.

All collected information is integrated into comprehensive reports that analyze tone, reach, engagement, and PR value. This provides concrete answers to key questions such as how many people you are reaching, through which channels, and what kind of response your communication generates.

In this way, the data becomes a foundation for important decisions and resource prioritization.

Saving time with fast reports

Anders uses the reports from All Ears as a basis for allocating resources and planning future initiatives. One feature he particularly values is the ability to quickly share relevant media segments internally or externally through social channels.

“It adds tremendous value that you can quickly search and hear exactly what has been said about your organization. You also get instant results and can jump directly to the mention in the broadcast. We save a lot of time with All Ears compared to other monitoring services we’ve looked at.”

The time saved is now used to stay updated on current topics, discover new research collaborations, and promote upcoming research projects.

“Through our monitoring we gain a lot of inspiration from what people are talking about and which topics are receiving attention right now. If it’s an area where we have expertise, we can identify relevant contacts and proactively present our research.”

Even though the platform saves time and improves efficiency, universities must carefully justify all expenditures. When Anders stepped into his role as Press Manager, one of the first things he did was review the organization’s costs.

His conclusion was clear: monitoring spoken media is an essential tool for maximizing the value of communication efforts and should be seen as an investment rather than a cost.

“We save a lot of time with All Ears compared to other search services we’ve seen. As far as I know, it’s unmatched on the market.”

“It has significant media value when, for example, Swedish National Radio talks about our research and we can share that coverage further. I believe the cost of All Ears is relatively low compared to the value it delivers. From what I’ve seen, it’s unbeatable on the market.”

About All Ears

All Ears was founded to help organizations monitor, understand, and measure the new landscape of spoken media.

We are the first media monitoring platform with full coverage of spoken media. Today we analyze TV, radio, podcasts, YouTube, and social platforms across multiple countries.