Every successful PR campaign relies on accurate media monitoring tools to track mentions of their brand, clients, competitors, and key topics of interest.
But what happens if your media monitoring tools miss some data? The inaccurate information minimises the impact of your PR campaigns. Your client’s brand visibility and audience reach metrics will fall flat as a pancake.
However, there is one integrated media platform that won’t let you down. Roxhill is designed to keep PRs ahead of the curve and help them maximise their campaign efforts. This clever, all-in-one media tool can track media coverage, understand competitor activities and manage brand perception.
By equipping PRs with these essential insights, Roxhill ensures they can make informed decisions, respond quickly to crises, and strengthen their clients’ market positioning.
What Is the Role of Media Monitoring?
Media monitoring is essential for achieving PR strategic goals, such as building a positive public perception.
It involves observing articles about your company, assessing public opinion, and gauging reactions to press releases.
In the past, this was a manual process. Picture yourself going through stacks of newspapers and magazines, cutting out relevant articles, and organising them on a clipboard.
Fortunately for PRs, these days are over; PR professionals no longer have to do this by hand. Advanced digital tools now exist to make media monitoring more accessible.
What Do You Monitor?
PRs monitor mentions of their clients and relevant topics to assess their media coverage across multiple media outlets, such as online publications and blog posts.
To gain a competitive edge, PRs also monitor their competitors’ activities to assess how much media coverage they generate, what they are up to and where they’ve been mentioned. This allows PRs to review and adapt their PR strategies to stay one or more steps ahead of their competitors.
However, if your monitoring activities are not organised, you can easily get lost and overwhelmed by the large amount of data.
To ensure you conduct your media analysis effectively, here are…
Top Three Tips To Monitor Effectively
1. Filter and Organise Your Mentions Using Smart Folders
Monitoring a huge number of mentions in one place can be overwhelming. But with Roxhill’s Smart Folders and filtering capabilities, PRs can organise and filter for specific mentions in each folder.
Using Waitrose as an example, a PR professional would use one Smart Folder to filter articles for their Easter campaign – ‘Waitrose + Easter calls for the GOOD stuff’. Then, use another folder to filter for their Christmas campaign – ‘Waitrose + Sweet Suspicion: A Waitrose Mystery’.
Roxhill’s Smart Folders make a difference in streamlining PRs’ monitoring processes and give a clearer perspective of how much media coverage each PR campaign generates.
2. Keep Up-To-Date With Your Mentions
3. Use Your Findings To Make Informed Decisions
PR professionals leverage insights from Roxhill’s trusted media monitoring tools to make informed decisions regarding coverage sentiment, manage crises, and uphold a positive brand image. This allows them to pinpoint successes and areas for improvement, which can be applied to future PR campaigns.
What Is The Role of Analytics?
Analytics brings intelligence by reporting findings from media monitoring and analysing data.
A. The Foundation For Strategic Insights
Each of Roxhill’s Smart Folders has a range of metrics which transform mentions into valuable data. PRs can review the media coverage of their clients and how each PR campaign performed. Armed with these insights, PR professionals can make well-informed decisions to refine their strategies, enabling them to consistently enhance their PR impact.
B. Sentiment Analysis and Share of Voice Metrics
Roxhill’s Smart Folders enable PRs to customise what mentions they would like to monitor and categorise mentions as ‘positive’, ‘negative’, or ‘neutral’ sentiment.
By doing this, PRs can gauge public perception of their client through sentiment analysis and evaluate their client’s share of voice relative to competitors.
C. Customisable Dashboards For Data-Driven Decision-Making
How Do Media Monitoring and Analytics Work?
A. Leverage Advanced Technology For Monitoring
Advanced media monitoring tools are constantly improving and becoming more advanced.
Computer science and algorithms work together to sort and filter through content and analyse text, using machine learning to scan the vast world of digital media.
For example, Roxhill’s media monitoring scans and delivers mentions based on keywords, topics and competitors PRs specified. To ensure no stone gets unturned and the information is correct, tech-generated results are checked and approved by a human. Roxhill does the hard work to meet the PRs’ needs.
B. Real-Time Filtering and Smart Folders
As Roxhill is on PRs’ side, our filtering tools in each Smart Folder enable PRs to access relevant mentions instantly in an organised manner. This makes it easier to identify and measure how much media coverage is generated based on different mentions, such as client’s name, competitors and relevant topics.
C. Comprehensive Reporting Options With Custom Metrics
In media monitoring, Roxhill opens endless possibilities to measure media coverage with standard and custom metrics.
Using our media monitoring platform PRs can create their own metrics they would like to measure, which metrics they want to show in the report and how these metrics should be displayed, such as line graphs.
Not only you can see the report online, but you can also export every data you desire in CSV format, which simplifies sharing insights and tracking key performance indicators to senior PRs.
D. Can You Monitor Media Effectively Without Investing In Tools?
You can investigate manually to gather information, but it can be time-consuming and tedious.
Without tracking and analysing software, you’ll need to spend a lot of time researching different channels, platforms, and topics of interest.
Sorting and filtering through this information manually based on your criteria adds to the workload and can be inefficient.
How To Use Media Monitoring and Analysis In PR Strategy and Tactics?
A. Support Proactive and Reactive PR Strategies
Every PR knows maintaining and enhancing brand reputation of their clients is vital in every PR strategy. However, crises come quickly and unexpectedly, which risks ruining the public’s perception of your client.
Roxhill’s media monitoring is your secret weapon to filter and review all of the article with your mentions in real-time. Allowing PRs to stay proactive by identifying trends and preparing for reactive response to negative press or potential crises.
B. Custom Metrics For Measuring Campaign Success
To ensure your reporting reflects the aim of your PR strategy, use Roxhill’s customisable dashboard to create your custom metrics and personalise your reports.
PRs can evaluate results specific to the campaign using custom metrics. This also helps pinpoint areas of improvement for the next campaign.
C. Competitor Monitoring Tools For Strategic Insights
Competing in the same market requires PRs to always keep one eye on the competitors and track what others are doing.
Using the ‘Competitors’ Smart Folder, PRs have an overview of how many articles mentioned their competitors from which publication. Giving PRs the ability to keep an eye on their competitors, analyse competitor actions and enhance their own PR tactics to stay ahead of the game.
D. Share of Voice and Audience Reach Metrics
Using Share of Voice and Audience Reach to measure media coverage of clients provides PRs with a comprehensive view of brand visibility and their clients’ market positioning.
To level up their strategic game, PRs use Roxhill’s media monitoring and spokespeople platforms in tandem. This offers a 360-degree perspective of both the brand and its spokespeople. By getting the most out of these tools, PRs can evaluate key factors influencing brand visibility and market positioning when they summarise their reports.
Key Takeaways
Investing in the right media monitoring tools benefits your PR strategy and positively affects overall business performance.
- Accurate Data for Effective PR: Reliable media monitoring is essential for PRs to track brand reputation, campaigns, competitiors and industry news accurately.
- Save on Manual Monitoring: Roxhill’s media monitoring saves time on manual monitoring through Smart Folders, advanced filtering capabilities and being connected to Roxhill’s media database and spokespeople platforms. Giving PRs more time to focus on building relationships with relevant journalists and developing impactful PR campaigns.
- Customisable Workspaces for Clear Reporting: Reporting is made 10 times easier through customisable workspaces, custom metrics and downloading data in CSV format. Allowing PRs to report on campaign-specific results and make data-driven decisions
- Real-Time Crisis Response: Roxhill’s real-time updates enable PRs to respond quickly to potential crises, protecting brand reputation.
- Competitor Insights: Monitoring your competitors helps PRs stay competitive, allowing for strategic adjustments and market positioning.
FAQs
What Is Media Monitoring?
Media monitoring is the process of tracking and analysing media coverage of specific topics, brands, competitors, or industries across various channels to gain actionable insights.
How Can Media Monitoring Contribute To Building Stronger Relationships With Journalists?
PR professionals stay informed about journalists’ work by constantly monitoring the media landscape, enabling timely engagement with relevant content and fostering positive, informed relationships.
What Are The Benefits of Monitoring Competitor Mentions In The Media?
By keeping one eye on the competition, PRs can gain a competitive edge and stay ahead of market trends, identify competitor strategies, and leverage insights to improve their own brand positioning.
How Does Real-Time Media Monitoring Differ From Scheduled Reports, and When Is Each Useful?
Real-time media monitoring provides immediate alerts to emerging stories or issues, while scheduled reports offer periodic summaries for deeper analysis, with real-time monitoring ideal for crisis management and scheduled reports useful for long-term strategy tracking.
What Type of Reports Can Media Monitoring Software Generate, and Who Are They Useful For?
Media monitoring software can generate sentiment analysis reports, share of voice reports, media coverage summaries, and competitor analysis reports, all of which are valuable to PR professionals, marketing teams, and executives for strategic decision-making.
How Can Media Monitoring Help In Measuring The ROI of PR Campaigns?
By tracking key metrics such as media coverage, audience reach, and sentiment, monitoring tools provide insightful data that helps measure the effectiveness and impact of PR efforts on brand visibility and reputation.
What Is The Importance of Visualising Data In Media Monitoring Reports?
Data visualisation in media monitoring reports helps to present complex information clearly, making it easier to identify trends, measure success, and communicate insights to stakeholders.
How Does Media Monitoring Influence Decisions Around Campaign Adjustments?
By providing real-time insights into public sentiment and media coverage, media monitoring enables PR professionals to quickly identify issues or opportunities, allowing them to adjust campaigns for maximum impact.
