3 Steps to Effective Media Monitoring

Effective public relations is not just about “getting” media attention. It’s about what you do with that attention and how you measure its effectiveness and profitability. Media monitoring is the practice of observing, cataloging, and assessing what’s in the media. Specifically, you want to know what “the media” is saying about your company or brand. Questions should include but may not be limited to:

•     Who’s talking?
•     What are they saying?
•     How should I respond?
•     What do I want them to say?

This process has evolved over the past century, and the practice itself is even more important today. The modern media cycle is, essentially, constant, and new media outlets are shifting the way consumers connect with content. Fortunately, modern technology also offers us sophisticated media monitoring tools to make it easier and more efficient to effectively monitor media and devise workable strategies based on the gathered information.

This process is not simple, and there are a lot of steps within the steps, but here are three “big picture” milestones you need to complete to accomplish effective media monitoring.

1 – Decide Which Sources and Subjects You Want to Track

There’s a lot of media outlets and media angles out there, and you can’t possibly track everything related to your business or industry effectively. However, you can effectively track relevant topical articles and social media trends.

Now, determine what you want to track. Examples include your business name, all your brand names, key contributors and leaders, certain keywords, and specific competitors. If your competition is getting mentioned along with specific keywords, and you are not, now you have an idea where to tweak your marketing and PR.

Once you have a solid idea of what you want to learn, you will have a clear idea which tools you need to gather that data.

2 – Choose the Best Tool for Your Job

This could mean hiring an in-house team, or it could mean contracting a PR firm to do the work. It could also mean determining which tools work best for your situation. The key concept here is to understand your situation and to choose the best tool for your objectives.

Factors to consider include the size of your business, your budget, the breadth and scope of your messaging, the ROI you desire, and your overall earned media expectations. Some online tools may work, and there are quite a few of these, from free services with limited value to paid options designed to work for specific applications.

3 – Respond to What You Learn

When extrapolating the data you gather, begin with metrics and applications in mind. Not just what you want to know, but what you will do with that knowledge. You may want to invest in specific actions that are working while also putting some resources into filling gaps in your communications plan. You may need to come up with something completely new.

Set perimeters on the type and extent of your response before you engage. Above all else, look for new opportunities to establish dialogue and create conversations you can manage.