Importance of Media Monitoring in Public Relations and Social Media
Media monitoring is one of the most essential part of Public
Relations and Social Media. Monitoring the media helps you understand what the
impact of your company has on your customers and the public. Monitoring media
can help analyse all aspects of your company’s media image, and can help you
obtain headlines and stay on top of the news in your industry. You can discover
what works, what isn’t working, and exactly what your customers are saying. Many
companies ignore media monitoring until something negative occurs or the
reputation starts to get out of control in a negative way.
In Social Media, the landscape has undergone a huge
transformation in the last couple of years. Brands have gradually increased
awareness regarding the importance of monitoring what their target audience
says about them in the online environment. From a PR perspective, social media
has always been perceived as an amazing tool of free publicity that allows
direct communication with the target audiences without any external filters
such as media.
Due to the fact that PR practitioners often face the
challenge of dealing with positive as well as negative publicity, monitoring
social media is essential and therefore below are the reasons why tracking your
online activities are necessary .
1. Social media monitoring can be used to avoid issues
management that might, sooner or later, turn into a crisis.
2. While planning a PR campaign, Social Media helps us to
understand the market needs and demand.
3. Social media monitoring is a great way of turning
complaints and negative feedback into positive publicity.
Is Media
Tracking Necessary?
Media tracking is a process where you check not only what
media has covered about your organization but also check what media is talking
about your competitors. The importance here lies about what kind of messages
are being read by the readers. The process of media tracking can be of three types:
1. Print
2. Broadcast
3. Internet
A hundred years ago,
all news media was written media, so media monitoring services were clipping
services that physically cut information out of newspapers and magazine and
then mailed them to their clients. These days, a media monitoring service may
specialize in print media, broadcast, the internet, or all three.
Media Monitoring tools and its benefit:
In the digital age, you no longer have to wait for tomorrow’s
newspaper to find out what is happening in the world. In fact, you can even
receive updates in real time. This has caused a dramatic change for the role of
a PR professional. It is no longer sufficient to evaluate the success and reach
of your PR campaign with press clippings and Ad Value. PR teams need to show
solid, measurable proof of their efforts and with current monitoring tools and
applications.
Here are just a few reasons why monitoring tools are
beneficial to PR teams and why you should be using them:
1. These tools can monitor online 24/7 when PR professionals
can’t and this can help PR agencies stay one step ahead of their competition.
2. Monitoring tools provide a detailed analysis of campaign
reach as well as buyer behavior, giving PR teams the ability to present their
results in a meaningful way
3. Monitoring tools may not help PR professionals entirely
avoid a crisis, they certainly help manage them and can act as an early warning
system to issues that may lie ahead.
4. The media landscape is extremely fast paced and PR pros
need to keep up with the latest trends. Using monitoring tools can not only
help PR agencies analyze what trends are prominent, but they can assess the
importance of brand mentions across different platforms, identifying both
potential issues and opportunities.
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