Clipping Service
Service that monitors and collects media coverage mentioning specific companies or topics.
Definition
A clipping service (or media monitoring service) tracks print, broadcast, and digital media to capture mentions of specified companies, executives, competitors, or topics. Modern services provide real-time alerts, sentiment analysis, and share of voice metrics.
Major providers include Meltwater, Cision, and Muck Rack.
Why It Matters
You can't manage what you can't measure. Clipping services reveal the true reach of PR efforts and alert teams to coverage requiring response.
Comprehensive monitoring also tracks competitors and industry trends that might impact your client or company.
Examples in Practice
A PR team reviews daily clips to identify coverage requiring executive response or social amplification.
A clipping service alerts the crisis team to a negative story breaking on a major news site at 6 AM.
Monthly reports aggregate clips by tier, sentiment, and message penetration for executive review.