Media monitoring is a crucial PR practice that tracks and analyzes brand coverage across various channels. It helps pros stay informed, spot issues, and measure communication impact. Effective monitoring combines traditional and online sources, using keywords to filter relevant mentions.
Media analysis techniques examine content, tone, and impact to derive insights. Quantitative analysis focuses on measurable data points, while qualitative analysis assesses tone and themes. Tools and metrics like , share of voice, and competitor benchmarking help evaluate PR efforts.
Media monitoring process
Media monitoring is the practice of tracking and analyzing media coverage related to a brand, organization, or topic
Effective media monitoring helps PR professionals stay informed about relevant conversations, identify potential issues or crises, and measure the impact of their communications efforts
Traditional vs online media
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Traditional media monitoring focuses on print publications (newspapers, magazines), broadcast outlets (TV, radio), and newswires
Online media monitoring tracks digital sources including news websites, blogs, forums, and social media platforms (Twitter, Facebook, Instagram)
Comprehensive media monitoring often requires a combination of both traditional and online media tracking to capture the full scope of coverage
Monitoring frequency and timing
The frequency of media monitoring depends on factors such as the size of the organization, industry dynamics, and volume of media coverage
Large corporations or brands with high media interest may require daily or real-time monitoring
Smaller organizations or less media-intensive industries might conduct weekly or monthly monitoring
Timing of monitoring should align with key events (product launches, earnings reports) and regular business hours to enable prompt response to coverage
Tracking relevant keywords and phrases
Keywords are specific terms or phrases related to the brand, products, executives, or industry that are used to filter and identify relevant media coverage
Keyword selection should be comprehensive enough to capture all pertinent mentions but focused to avoid irrelevant results
Include variations of brand or product names (full names, abbreviations, common misspellings)
Use boolean operators (AND, OR, NOT) to refine search queries
Regular review and updating of keywords is necessary to adapt to evolving terminology and media landscape
Identifying influential sources
Not all media outlets or authors have equal impact, so it's important to identify and prioritize influential sources in your industry or target market
Factors to consider when assessing influence include readership/viewership size, domain authority, social media following, and relevance to target audience
Building relationships with key journalists and outlets can help amplify positive coverage and manage potential negative stories
Media analysis techniques
Media analysis involves examining the content, tone, and impact of media coverage to derive meaningful insights and measure the effectiveness of PR efforts
Analysis can be performed on individual articles or segments as well as aggregate coverage over a defined time period
Quantitative vs qualitative analysis
Quantitative analysis focuses on measurable, numerical data points such as volume of coverage, , or share of voice
Provides a high-level overview of media presence and can be useful for tracking trends over time
Qualitative analysis assesses the tone, sentiment, messages, and themes present in coverage
Offers deeper insights into how a brand or topic is being portrayed and perceived in the media
A comprehensive media analysis approach often incorporates both quantitative and qualitative techniques for a holistic understanding of coverage
Sentiment analysis of coverage
Sentiment analysis involves determining whether media coverage is positive, negative, or neutral in tone
Manual sentiment analysis relies on human coders to read and evaluate the tone of each piece of coverage
Allows for nuanced interpretation of complex language or context
Can be time-consuming and subject to individual biases
Automated sentiment analysis uses natural language processing (NLP) algorithms to classify the tone of coverage at scale
Enables rapid analysis of large volumes of coverage
May struggle with sarcasm, idioms, or industry-specific terminology
Share of voice metrics
Share of voice (SOV) measures the relative media presence of a brand compared to its competitors
SOV can be calculated based on various metrics such as volume of mentions, reach, or advertising spend
Formula: BrandMentions/TotalIndustryMentions∗100
Tracking SOV over time can reveal shifts in market positioning and identify opportunities to increase brand visibility
Message penetration and reach
Message penetration assesses the extent to which key brand messages or talking points are being included in media coverage
Involves identifying core messages and tracking their frequency of mention across coverage
Can help gauge the effectiveness of PR messaging and spokesperson training
Reach measures the potential audience exposed to media coverage, often based on circulation, viewership, or unique website visitors
Provides an estimate of the scale of media impact, though actual readership may vary
Can be segmented by target audiences or geographic markets for more precise analysis
Competitor benchmarking
Competitor benchmarking involves comparing a brand's media coverage and performance against key rivals in the industry
Metrics to benchmark may include volume of coverage, share of voice, sentiment, message penetration, or earned media value
Benchmarking can provide context for a brand's relative media presence and identify areas for improvement or differentiation in PR strategy
Media monitoring tools
Media monitoring tools are software platforms that help streamline the process of tracking, analyzing, and reporting on media coverage
Tools can vary in their coverage scope, data sources, analysis capabilities, and pricing models
Paid vs free options
Paid media monitoring tools often offer more comprehensive coverage, advanced analysis features, and dedicated support
Examples include Cision, , Mention, and Talkwalker
Pricing can vary based on factors such as number of keywords, users, or coverage volume
Free tools are available for more basic monitoring needs or smaller budgets
Examples include Google Alerts, Talkwalker Alerts, and Social Mention
Free tools may have limited coverage, data retention, or analysis capabilities compared to paid options
Features of effective tools
Comprehensive coverage across print, online, broadcast, and social media sources
Flexible search and filtering options to refine results by keywords, outlets, geography, or language
Sentiment analysis and natural language processing capabilities for efficient tone assessment
Data export and API integrations to support further analysis or reporting in external tools
Alert and notification options to stay updated on new coverage or crisis situations
User-friendly interface and intuitive navigation for ease of use and adoption
Tool selection criteria
When selecting a media monitoring tool, key criteria to consider include:
Coverage scope and sources aligned with target media outlets and markets
Ease of use and learning curve for team members of varying technical abilities
Analysis and reporting capabilities that support desired metrics and insights
Pricing and contract terms that fit within budget and procurement requirements
Customer support and training resources to ensure successful adoption and use
Implementation and training
Successful implementation of a media monitoring tool requires planning, configuration, and training
Define goals, KPIs, and reporting requirements to guide tool setup and dashboard creation
Configure search queries, filters, and alerts to ensure relevant coverage is being captured
Provide training for end-users on tool navigation, analysis, and reporting features
Establish processes for regular tool maintenance, keyword updates, and performance review
Ongoing training and support can help ensure tool adoption, data quality, and actionable insights
Measuring PR impact
Measuring the impact of PR efforts is crucial for demonstrating value, optimizing strategies, and securing budget and resources
PR measurement should focus on metrics that tie media coverage to business outcomes and objectives
Key performance indicators (KPIs)
KPIs are quantifiable measures used to evaluate the success and impact of PR campaigns or ongoing efforts
Common PR KPIs include:
Media coverage volume and reach
Share of voice relative to competitors
Sentiment of coverage
Message resonance and spokesperson mentions
Website traffic and conversions from earned media
Social media engagement and follower growth
KPIs should be specific, measurable, achievable, relevant, and time-bound (SMART) to enable meaningful performance tracking
Linking media coverage to outcomes
To prove the value of PR, it's important to connect media coverage to tangible business outcomes
Increased brand awareness and reputation
Greater market share and competitive advantage
Higher sales and revenue growth
Improved customer satisfaction and loyalty
Use web analytics and marketing attribution models to track user behavior and conversions from earned media referral traffic
Conduct surveys or focus groups to measure changes in brand perception or purchase intent following media coverage
Reporting and dashboards
Regular reporting on PR performance helps keep stakeholders informed and aligned on progress and priorities
Dashboards can provide a centralized, visual overview of key metrics and trends
Highlight key coverage wins and achievements
Track KPIs against targets and benchmarks
Break down performance by campaign, market, or business unit
Include qualitative insights and recommendations alongside quantitative data
Tailor reporting frequency and format to stakeholder needs and preferences (e.g. monthly PDF reports, real-time online dashboards)
Insights for future campaigns
Media monitoring and analysis should not only measure past performance but also inform future PR planning and optimization
Identify top performing messages, spokespeople, and outlets to prioritize in future campaigns
Analyze trends and patterns in coverage sentiment to proactively address potential issues or capitalize on opportunities
Benchmark against competitor strategies and results to identify areas for differentiation or improvement
Gather feedback from journalists and influencers to refine pitching and relationship-building approaches
Legal and ethical considerations
Media monitoring and analysis practices must adhere to legal and ethical standards to protect brand reputation and avoid potential liabilities
PR professionals should be aware of relevant regulations and best practices in their jurisdictions and industries
Copyright and fair use
Copyright laws protect original works of authorship, including news articles, blog posts, and social media content
Fair use doctrine allows for limited use of copyrighted material without permission for purposes such as criticism, commentary, or research
Factors determining fair use include purpose of use, nature of copyrighted work, amount used, and effect on potential market
Attribute quotes and excerpts to original sources and link to full articles when possible
Obtain necessary permissions or licenses for more extensive use of copyrighted content
Disclosure of monitoring
Some jurisdictions require disclosure of media monitoring activities, particularly if using automated tools or scraping techniques
Include monitoring disclosure statements in website terms of service or privacy policies
Example: "We use media monitoring tools to track and analyze public mentions of our brand and industry for market research and PR purposes."
Respect website terms of service and robot exclusion protocols that prohibit scraping or automated access
Privacy and data protection
Media monitoring may involve collecting and processing personal data of journalists, influencers, or public figures
Adhere to relevant privacy regulations such as GDPR (Europe) or CCPA (California) when handling personal data
Obtain explicit consent for collecting and processing personal data where required
Provide clear privacy notices and honor data subject rights requests
Implement appropriate data security measures to protect collected information
Anonymize or aggregate personal data in analysis and reporting to protect individual privacy
Ethical media analysis practices
Avoid selective or misleading analysis that distorts the true nature and impact of media coverage
Disclose any potential biases or conflicts of interest that may influence analysis or recommendations
Respect journalist and influencer relationships by providing accurate, timely, and relevant information
Do not engage in astroturfing, sock puppetry, or other deceptive practices to manipulate media coverage or online sentiment
Adhere to industry codes of ethics such as PRSA Code of Ethics or AMEC Barcelona Principles for media measurement
Key Terms to Review (17)
Competitor analysis: Competitor analysis is the process of evaluating the strengths and weaknesses of current and potential competitors within a market. This practice helps organizations understand the competitive landscape, identify opportunities for differentiation, and refine their strategies to improve market positioning. By analyzing competitors, businesses can anticipate market trends and make informed decisions regarding their own strategies and tactics.
Content Analysis: Content analysis is a systematic research method used to analyze the content of communication, such as media articles, social media posts, or advertisements, to identify patterns, themes, and trends. This technique helps in understanding how messages are constructed and how they influence public perception. By quantifying specific elements within the content, it provides valuable insights for public relations strategies and media monitoring efforts.
Edward Bernays: Edward Bernays was an influential figure in the development of public relations as a distinct profession, known for his innovative use of psychology and media to shape public opinion and behavior. His work laid the foundation for modern PR practices, emphasizing the importance of understanding audiences and crafting strategic communication.
Engagement Rate: Engagement rate is a key performance metric used to measure the level of interaction that content receives from an audience, often expressed as a percentage of total followers or reach. It helps gauge how well content resonates with an audience and indicates the effectiveness of communication strategies.
Hootsuite: Hootsuite is a social media management platform that enables users to schedule posts, monitor engagement, and analyze social media performance across multiple networks from a single dashboard. This tool streamlines the process of managing social media presence, making it essential for effective communication and audience engagement strategies.
Ivy Lee: Ivy Lee was a pioneering figure in public relations, often regarded as one of the founding fathers of the profession. He is best known for his emphasis on transparency and open communication between organizations and the public, setting the stage for modern PR practices. His innovative approaches to managing public perception during crises and his strategic communication efforts for corporate clients significantly shaped the development of public relations as a discipline.
Keyword tracking: Keyword tracking is the process of monitoring and analyzing specific words or phrases used in online content and media to gauge their effectiveness and impact on audience engagement. This technique allows organizations to assess how well their messaging is resonating with target audiences and enables them to adjust their strategies based on data-driven insights.
Media Audit: A media audit is a comprehensive assessment of an organization’s media presence, including the analysis of media coverage, audience reach, and the effectiveness of communication strategies. It involves evaluating both traditional and digital media channels to measure the impact and alignment of messaging with organizational goals. This process helps organizations understand their media footprint and identify opportunities for improvement in their public relations efforts.
Media Framing: Media framing refers to the way in which information is presented and structured in the media, influencing how audiences perceive and interpret events, issues, or topics. The way a story is framed can shape public opinion, impact the narrative surrounding an event, and guide the audience's understanding of the context. Understanding media framing is crucial for evaluating media messages and effectively communicating a message in public relations.
Media Value Equivalency (AVE): Media Value Equivalency (AVE) is a metric used to quantify the value of media coverage by comparing it to the cost of purchasing equivalent advertising space or time. This concept helps organizations understand the return on investment from their public relations efforts, as it provides a monetary figure that reflects the visibility and impact of their media presence. AVE is often used in media monitoring and analysis to assess how earned media compares to paid advertising, highlighting the effectiveness of communication strategies.
Meltwater: Meltwater refers to the water released when snow and ice melt, particularly from glaciers and ice sheets. This water plays a crucial role in hydrology, influencing river flows, sea levels, and ecosystems. Monitoring meltwater is essential for understanding climate change impacts and managing water resources effectively.
Public sentiment: Public sentiment refers to the collective feelings, attitudes, and beliefs held by a group of people regarding a particular issue, event, or entity. Understanding public sentiment is crucial for organizations as it can influence decision-making, shape strategies, and impact reputation. By gauging public sentiment, organizations can respond effectively to changing perceptions and proactively manage their image.
Reach: Reach refers to the total number of people or potential audience members who are exposed to a message or content through various communication channels. Understanding reach is crucial for evaluating how effectively messages are disseminated and for targeting the right audience across different media platforms.
Real-time analytics: Real-time analytics refers to the process of continuously collecting and analyzing data as it becomes available, allowing for immediate insights and decision-making. This capability is crucial in media monitoring and analysis, where timely information can significantly impact strategies and responses to public sentiment. By harnessing real-time analytics, organizations can quickly adapt their communications based on current trends and audience reactions.
Sentiment Analysis: Sentiment analysis is a technique used to determine the emotional tone behind a series of words, helping to understand the attitudes, opinions, and emotions expressed in text. This process is particularly valuable for evaluating public perception and response to brands, messages, or events, making it essential for effective communication strategies.
Share of Voice Report: A share of voice report measures the presence and prominence of a brand or organization in media coverage compared to its competitors. This report helps in understanding how much media attention a brand is receiving relative to others in the same industry, which can be crucial for evaluating the effectiveness of PR strategies and campaigns. By analyzing the share of voice, brands can identify opportunities to enhance their visibility and address any gaps in their media presence.
Social listening: Social listening is the process of monitoring and analyzing conversations and trends on social media platforms to gain insights about audience perceptions, preferences, and behaviors. This practice allows organizations to understand public sentiment, identify potential issues, and tailor their communication strategies effectively. By leveraging social listening, brands can enhance their engagement with audiences and make informed decisions based on real-time feedback.