May 25, 2020  
 
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Media Monitoring Services

How effective was your last PR campaign? If you aren't using media monitoring services, you probably can't answer that question with confidence. We've got the essentials every PR conscious business leader needs to know about this valuable PR measurement tool.

Media monitoring services document, analyze, and manage media content across multiple mediums.

Today's media monitoring providers run sophisticated shops, capable of delivering a fully customized approach to editorial or marketing media content. These information logistics professionals provide targeted monitoring based on your company's unique needs and search criteria. From geographic area to media type to targeted journalists – you just describe your search criteria and they deliver the information you need.

There are a lot of reasons why media monitoring may be important for your company. PR is an investment. Like any other investment its performance needs to be examined and adjusted on a go-forward basis. Here are just a few of the benefits your business will receive from media monitoring and how it can improve your company's overall performance.

  • Tracking PR impact. The primary reason small business owners use media monitoring services is to track the impact of their PR efforts. The success of a PR campaign is usually based on the pitched content that makes it to print, video, or the Internet. Without an effective method for monitoring media mentions it's difficult to know what's working and what isn't. By targeting your media monitoring, you'll gain the insight you need to adjust your strategy on the fly.
  • Tracking the competition. Media monitoring services gauge the success of your companies PR efforts. However, they can also help you keep an eye on what the competition is doing. Each of your competitors' PR placements is fodder for your competitive positioning strategy. But more importantly, competitive placements give you a more focused perspective on the kinds of places you should be focusing your PR efforts. If a competitor is placing PR content in a market that you aren't, it could mean trouble.
  • Tracking industry trends. It's impossible to stay on top of your every development and trend in your industry. Although you may be aware of news in one segment of your industry, you can be completely blind to what's happening in other areas. Media monitoring services can target their services to inform you about any aspect or sector of your industry that is important to your business.
  • Tracking negative publicity. The earlier you identify negative publicity, the more likely it is that you will be able to control its impact. Media monitoring gives your company almost instant access to potentially damaging clippings from a variety of media sources including print, broadcast, and online outlets.

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