Media monitoring on any level of detail doesn’t really figure into your daily operations. You don’t feel that you need to keep your finger closely on the pulse when it comes to your company’s presence in the media for your organization to achieve its goals. You’ll use it to flag any emergencies, or to get a flavour for your media presence every so often when you get curious, but that’s about the extent of it.
While media monitoring can seem like an “extra” when it comes to the daily operation of an organization, it’s important to remember that when it’s being used optimally, regular media monitoring can help make your organization more efficient, responsive, and dynamic.
Media monitoring can give you valuable insights into your competition, your industry, and how you measure up. You can monitor not only your organization’s brand to understand the narrative around your business in the public, but you can get a sense of how other businesses similar to yours are doing. Are they getting more coverage? Releasing similar projects? What are the biggest industry trends? This kind of information can help you create better communications campaigns, respond better to crisis situations, and make better strategic business decisions. Media monitoring means never being surprised and always having an answer.
Your Solution: Self-serve
For your purposes, you’re probably best-off doing things manually. Although if you want to respond to PR emergencies effectively, you may want to consider a paid self-serve tool along with training/support for instances like crisis communications, or if you have a campaign you’d like to track.
If you’re curious to learn more, we’d suggest starting with this Ultimate Guide to Media Monitoring. Want to chat with someone in person? Get in touch and we’d be happy to answer all your questions!
How to Step Up Your Game
If you’re not already, you might want to try:
- Setting up automated alerts that give you a daily summary of relevant coverage so that you’re always fully informed
- Regular media monitoring of competitors and industry to help make smarter decisions when it comes to strategic planning
- Using media monitoring to support research required for things like SWOT analyses or perception audits to gain a thorough understanding of the environment your organization is operating in
- Integrating media monitoring into a crisis communications plan so that you’re prepared no matter what curve ball is thrown your way
- Reaching out to some media monitoring providers to see how they might be able to help you and your business or clients