In the field of monitoring in the digital age, following one type of media channel is no longer sufficient. Conversations span many types of media to the point where there is now an endless stream of content to track, measure and analyse.

It becomes crucial to establish an effective process for measuring brand mentions on these different platforms, so that relevant content is never missed. This is where media monitoring comes in.

What is media monitoring?

Media monitoring is essentially listening to all brand conversations on different media channels and analysing the data to get a 360° picture of your brand’s health. These days, PR and communications professionals should consider monitoring print, online media and social media platforms.
By monitoring these channels, you can keep track of what is being said about your brand, your competitors and your industry, regardless of the platform on which the conversation is taking place. It also allows you to respond quickly to news about your brand by having access to all the information you need on one platform.

media monitoring

Why is it important to have the big picture?

For PR professionals, it’s important to understand that your audience is no longer informed and expressed through a single source. Even if it’s a medium where you don’t have an active campaign or advertisement, it’s still crucial to monitor all channels for mentions that could have an impact on your brand.

With media monitoring, you get an overview of how consumers perceive your brand from all angles and understand whether individual mentions are positive, negative or neutral in terms of sentiment.

PR professionals

For PR professionals, it’s important to understand that your audience is no longer informed and expressed through a single source. Even if it’s a medium where you don’t have an active campaign or advertisement, it’s still crucial to monitor all channels for mentions that could have an impact on your brand.

With media monitoring, you get an overview of how consumers perceive your brand from all angles and understand whether individual mentions are positive, negative or neutral in terms of sentiment.

media coverage

Manage brand reputation

Sentiment analysis via media monitoring is a great way to identify how your audience perceives your brand on a platform.
However, if you only monitor one medium, chances are you won’t realise that brand sentiment could be negative on another. With media monitoring, you will get a true overview of your brand on different platforms and stay ahead of the competition.

Sentiment analysis via media monitoring is a great way to identify how your audience perceives your brand on a platform.

However, if you only monitor one medium, chances are you won’t realise that brand sentiment could be negative on another. With media monitoring, you will get a true overview of your brand on different platforms and stay ahead of the competition.

Example

For example, from the data above, you will see that for searches around brand X, the overall sentiment is positive on Facebook. However, on the other hand, they receive more negative sentiment on Twitter, Tumblr and forums.

 A tool like this allows you to zoom in on these negative messages and develop an action plan to mitigate them before they escalate into something worse.On the other hand, if you notice that there is a lot of positive sentiment around your brand across multiple channels, it’s a good way to prove your efforts at the highest level of management, showcasing your work strengthens or maintains the brand’s reputation.

In this article we may use different words to designate comparable concepts, here-under some examples : 

  • pr clipping
  • benefits of media monitoring
  • pr clippings
  • pr coverage report
  • online press clipping service
  • coverage report pr 
  • media monitoring benefits 
  • media clipping report
  • clipping tool 
  • Take into account all your mentions

    With a dashboard that collects and highlights all press and social media mentions, you can easily keep an eye on what is being said or discussed around your brand, your products, your competitors or the industry.This way, you can stay ahead of the curve and track relevant trends or issues that may affect your brand.

    Whenever the need arises, you can also communicate directly and quickly with your audience.This is particularly useful for mitigating potential crises. With media monitoring, you can also set up alerts for certain negative keywords across all media and react immediately, before you are caught short. Given the speed at which a crisis can occur today, anticipating and acting quickly during a crisis will go a long way to preserving your brand’s reputation.

    Improve audience targeting

    Whether you are preparing to launch a campaign, a product or send out a press release, there is no doubt that conversations will take place on the various media as soon as you hit send.

    However, by diving into the detail of each medium and understanding the discussions, it would be easier to make more informed decisions during targeting.

    For example, during the recent announcement of Apple’s services, discussions in the online press largely focused on the company’s entry into the streaming business and its credit card offering. While most of the mentions on social media were mainly about what celebrities said at the launch. Some of these revolved around Steven Spielberg’s claim that “Netflix movies aren’t real movies” and yet promoted Apple TV+.

    press clipping tool

    Media monitoring helps you to know which media you are having the most impact on

    With this knowledge, you can make more informed decisions about what type of message would be best suited to which channel and how that message would be perceived.

     In the example above, you would either try to clarify Spielberg’s message or highlight the type of content consumers can expect on Apple TV+. While with the online press, you may want to share more statistics about Apple Card and how these streaming services could impact Apple as a company. You can also use a press clipping tool.

    Ultimately, media monitoring helps you to know which media you are having the most impact on and with whom, ensuring that the next campaign will be tailored to the channel and the audience within it.

    With this knowledge, you can make more informed decisions about what type of message would be best suited to which channel and how that message would be perceived. 

    In the example above, you would either try to clarify Spielberg’s message or highlight the type of content consumers can expect on Apple TV+. While with the online press, you may want to share more statistics about Apple Card and how these streaming services could impact Apple as a company. 

    You can also use a press clipping tool.Ultimately, media monitoring helps you to know which media you are having the most impact on and with whom, ensuring that the next campaign will be tailored to the channel and the audience within it.

    PR CLIPPING PRESS

    The challenges of manual monitoring

    Think you can just track brand mentions on your own, without any tools or platforms?

    The reality is that you won’t have enough hours in the day to effectively track every mention across multiple media channels. Even if you have dedicated staff to do this, you may miss out on crucial mentions. As your business grows, listening without tools would quickly become an insurmountable task.

    Too many channels to track

    There’s no doubt that we live in an age where the sheer volume of digital conversations represents a huge amount of data. The world of social media alone consists of a multitude of channels. Without a doubt, it would be impossible to keep track of every mention on every medium if you had to do it manually. Don’t forget that you will also need time to measure and analyse mentions to get actionable information.

    Risk of missing crucial mentions online or offline

    While struggling to keep track of your mentions, you also run the risk of missing a crucial mention because you were busy following another source. That same mention could signal an impending crisis and you just missed it.

    media coverage

    Inability to interact with the public in real time

    When you follow conversations manually, what you might end up following are mentions made the day before or several days before. This limits your ability to follow up immediately and interact with your audience in real time.

    With media monitoring, you can stay on top of the news and have alerts that warn you when it is necessary to engage with your audience.

    Moving forward with media monitoring

    Essentially, access to a media monitoring tool not only provides insight into brand perception across all media channels, but also allows you to identify what needs to be changed for future campaigns.A media monitoring tool is particularly useful for launching your company’s media monitoring project today. The tool allows companies to sift through millions of online articles, social media posts and print content, displaying the results in easy-to-understand dashboards and charts. These dashboards can then be translated into customisable reports that you can use to present to senior management.

    Such a tool ultimately speeds up the tedious process of media monitoring, increasing overall productivity levels. It also allows you to conceptualise meaningful content, develop quality relationships and drive sales for your business.

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