PR and comms professionals have been monitoring the media for mentions of their brand for years. Long before the days of digital, there were sophisticated efforts to curate news cuttings from across the world.
But with the digital transformation of the media industry, there is now an endless trail of content for comms professionals to monitor and report to their stakeholders. Gathering metrics, analysing the data, tracking against competitors and measuring against business objectives can be more than a full-time job. That’s where new media monitoring solutions can help.
But just as there are many different channels to monitor, there are many different solutions to choose from and they vary widely in what they offer to clients. Before choosing a technology or service, it’s essential to have a clear idea of what your company’s monitoring needs are as part of an overall comms programme.
This digest will provide you with an overview of what an effective media monitoring service should look like for your organisation.