The new way to do media monitoring: PRM3TM
Today marks a turning point for tracking and measuring coverage in the PR industry!
We officially launched our PRM3TM media monitoring offering, which includes the most advanced media monitoring suite available – which includes online, social, broadcast and print, the most comprehensive CRM for PR on the market, the only Gmail and Outlook plug-ins for pitching, dashboards for analyzing ROI from PR, and the first non-vanity metrics for measuring quality and ROI impact of articles.
In this day and age, we know that most PR pros still cannot give their stakeholders a clear understanding of the impact that PR coverage has on their company.
You’re left with meaningless vanity metrics like tone, advertising value equivalence (which is nonsense) and UMV, but those numbers only offer bragging rights and don't help when it comes to assessing ROI from coverage.
That’s why we have flipped monitoring analytics on their head and are thrilled to introduce the first non-vanity metrics to actually understand objective quality of each article, and how it impacts the business.
To learn more about PRM3TM and what it can do for your PR, schedule a quick walkthrough with our team here.
What is media monitoring?
Media monitoring, also known as media intelligence, is the process of tracking and recording articles or broadcasts about a company, organization or product in the media. Monitoring media enables you to see what people are saying about you or your clients and gain a better understanding of how to improve your brand image or reputation. It can be done by hand, but it’s much easier and quicker when done through an automated system.
Why it’s important
In a world where the average person is exposed to thousands of ads per day and a single tweet can make or break a reputation, it’s more important than ever for businesses to cut through the noise and make sure their message is being heard.
That’s where media monitoring comes in! By keeping track of what’s being said about your brand in the press, online and on social media, you can get a pulse on how you’re being perceived and take proactive steps to improve your reputation if necessary. Additionally, media monitoring can help you spot opportunities for publicity and get ahead of potential crises. Finally, media monitoring is a strategic way of listening to stakeholder groups and responding to their opinions, wants, needs, concerns and more.
Getting started: what are your business goals?
Defining your business goals is the first step to successful media monitoring. Without a clear understanding of what you want to achieve, it will be difficult to measure your success and decide what to keep tabs on. Once you have your goals in mind, you can begin to identify the key performance indicators (KPIs) that will help you track progress.
Some questions to answer when getting stared are:
- What is your business trying to achieve?
- Who is your target audience?
- Which online platforms does your audience use the most?
- What kind of message do you want to send to stakeholder groups?
- How will you address audience feedback, both positive and negative?
Once you know your goals, you can start to use media monitoring to find new opportunities to get your message out there.
What to look for
When you're doing media monitoring, you're essentially looking for any mention of your brand or competitors’ brands across all channels. This can include traditional news outlets, social media, blogs and forums. You're looking for both positive and negative sentiment, as well as any opportunities to engage with your audience.
Choosing tools to help
As mentioned above, it is possible to do media monitoring manually, and you don’t need fancy tools to start listening to the online conversation of your brand, clients and competitors.
However, high-quality media monitoring can easily become a full-time job without assistance from technology tools. There are luckily tons of tools available that enable even more thorough monitoring abilities at a fraction of the time commitment.
To get the most comprehensive understanding of coverage impact and quality, agencies and brands use Propel PRM3TM across online, social media and broadcast platforms. It pulls in all relevant mentions based on unique alerts that you set up in alignment with your goals.
Propel media monitoring includes an automated sentiment tracker within each mention that gives our users an idea of whether the mention had more of a positive, negative or relatively neutral tone.
Review all results carefully
No matter what method you use to monitor the media, it's important to review all results carefully. This way, you can be sure that you're leading company messaging by the most accurate information possible. Additionally, take some time to analyze the data you've collected. This will help you identify any patterns or trends to get a better understanding of the conversation surrounding your brand.
Schedule time for regular reviews
To avoid sending media monitoring to the back burner, it can be helpful to set aside time each week, or at least every other week, to review you or your clients’ media presence.
This will serve as another checkmark in making sure you're on track to meet your goals and more proactively adjust messaging when the online conversation shifts in an unexpected direction.
How can you start doing media monitoring with Propel? Request a demo with our team here to learn more.