What Is Media Monitoring Software, and Why Is It Important?
Before Media Monitoring Software tools, junior PRs had to track topics across all outlets manually. It was a long process. It included buying newspapers, listening to the radio, watching TV shows, seeking coverage for a specific campaign, client or company. After that, the media mentions were physically cut out of newspapers and pasted into a scrapbook. Alternatively, mentions were transcribed manually from a broadcast.
The manually monitoring the media and measuring the impact of their PR pains was slow and often inaccurate. Luckily for the PR industry, there have remain leaps and bounds in how people consume information and how that information is published, from digital news platforms to social media.
It led to more straightforward methods of media tracking. It leads to a higher degree of mechanisation and efficiency in the media cutting or monitoring process.
How Can Media Monitoring Software Help You?
For PR and communications professionals, media monitoring tools are a worthwhile expense. You save valuable time and energy that can be use for more critical and creative tasks.
Media monitoring is crucial when the going gets tough because it streamlines your daily workflow and lets you avoid tedious manual processes.
Provide Actionable Insights
Not only do you want to monitor the media coverage you receive, but you also want to research coverage information. Insight is essential because it provides the opportunity to improve your public relations and measurably demonstrate the value of reporting.
Some media monitoring tools provide graphs showing the number of stories over time, sentiment analysis of individual stories or overall coverage, and maps showing the geographic origin of range.
Real-Time Media Monitoring
In the current 24-hour digital news cycle, the time window in which media reports are relevant is closing. Something that happened last night and was deliver at 9 is old news this morning. When you’re in the middle of a crisis, the media coverage the next day isn’t helpful, and the situation is probably already out of control.
There are media monitoring tools that propose real-time warnings. It lets you stay ahead of the game and instantly get the information you need for marketing opportunities or manage a crisis before it happens.
Why Is It Important To Monitor Your Activity?
No one is an island, no more than a brand. If you want to ensure your brand’s long-term success and become a household name or a big player in your industry, you need to follow what’s going on around you. Intelligent media monitoring can help you anticipate a crisis or keep tabs on your competitors.
Here are just a few of the many ways intelligent media monitoring can help your business thrive.
Manage your brand reputation
A brand’s most important asset is its reputation, and sound media monitoring will help you protect it.
Media monitoring allows you to retain tabs on threats to your brand’s reputation. It can help build your reputation by keeping you up to date on what is being said about your brand and who is saying it.
The media coverage data and sentiment insights you receive also provide simple insight into how your brand remains perceived.
Monitor Your Competitors
Markets are more competitive than ever. The 2019 State of Modest Intelligence Survey shows that 87% of companies believe their need has become more competitive over the past three years. Another 49% said it had become abundant more competitive.
Effective media monitoring can help you path your competitors’ press releases, product launches, corporate events, and media coverage. It allows you to make more informed decisions about how and where to compete.
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