Monitoring the press for mentions of your brand is a vital task for any PR and communications professional. Knowing what is being said about you and your company can help drive strategic decisions, uncover potential issues before they become problems and improve relations with clients.
If you're considering implementing media monitoring strategies in your business, you may be wondering where the best place to start would be.
To help you make the most of your media intelligence solution, here are three best practices you should remember:
Use the information
Media monitoring is a crucial application, but you need to do more than invest in tracking software and read the reports.
The analytics you collect can be valuable tools when making strategic decisions related to your brand, products and customers. You just have to know how to use them.
For instance, if you discover that a certain audience is responding negatively to a press release you distributed, it is important to take action. Reach out to these clients with a solution to their problems or issue further updates that clear the air.
Don't ignore offline platforms
Tracking online conversations can be difficult, with close to 3 billion people connected to the internet at any time, according to Internet Live Stats.
However, becoming overwhelmed by the vast amount of information available online can lead you to miss vital information being shared offline. Including platforms such as talk-back radio, newspapers and television in your media tracking strategy is important to ensure you get the full picture.
Get the board involved
Connecting with your company's decision makers will help you to create a more strategic reputation management policy. This will ensure that if your organisation needs to rebrand or launch new products, you can implement a strategy that incorporates both your department's vision and the overall organisational objectives.
To do this, it is important to speak the board's language and deliver statistics and actionable analytics to meet their expectations.