Media Intelligence
Using data and technology to understand media landscapes and inform PR strategy.
Definition
Media intelligence is the systematic collection and analysis of media data to inform public relations strategy. This includes monitoring coverage, analyzing journalist patterns, tracking competitor mentions, measuring share of voice, and identifying emerging narratives.
Modern media intelligence platforms use AI to process vast amounts of content across traditional media, social platforms, podcasts, and online sources. The insights enable more strategic pitching, faster crisis response, and better measurement of PR impact.
Why It Matters
PR success increasingly depends on understanding the media landscape in real-time. Media intelligence transforms PR from intuition-based to data-driven, enabling smarter targeting and faster response.
For PR teams, media intelligence provides the insights needed to demonstrate value to leadership and optimize limited resources.
Examples in Practice
A PR team uses media intelligence to identify which journalists are actively covering their industry and time pitches accordingly.
A brand monitors competitor coverage patterns to identify opportunities for differentiated positioning in key publications.
A crisis team uses real-time media intelligence to track how a developing situation is spreading across outlets and platforms.