Media Monitoring
Tracking and analyzing media coverage across news outlets and social platforms.
Definition
Media monitoring involves tracking mentions of brands, competitors, or topics across news outlets, broadcast media, social platforms, and online publications. It uses software tools to capture, aggregate, and analyze coverage, providing insights for PR strategy and measurement.
Why It Matters
Real-time media monitoring enables rapid response to coverage and crises. Analysis reveals brand perception, message penetration, and competitive positioning. Historical data demonstrates PR value and informs future strategy.
Examples in Practice
Setting alerts for brand mentions across news sites and social media. Weekly reports analyzing coverage volume, sentiment, and key messages. Competitive monitoring tracking share of voice against industry peers.