Discover how to monitor spokespeople in the media with our comprehensive guide. tools, techniques and tips to enhance your media monitoring skills effectively. Stay ahead of the curve and master the art of tracking spokespeople like a pro.
Monitoring spokespeople in the media gives valuable insights into how people think and feel about your and your competitors spokespeople.
By tracking their appearances and messages, businesses can understand sentiments, identify potential issues, and adjust communication strategies were necessary.
This proactive approach helps to keep a positive reputation, making sure that spokespeople effectively represent the organisation’s values and goals in alignment with public expectations.
In this guide, you will find out how to monitor spokespeople in the media like a pro.
Who are spokespeople?
Spokespeople are a group of people who represent the brand in media outlets, such as magazines and newspapers – both print and online.
What is the role of a spokesperson?
A spokesperson adds a face to the brand. In other words, a spokesperson speaks on behalf of the brand when answering queries about what they are up to.
The responsibilities of a spokesperson are to promote positive aspects of the brand and defend its business reputation in crisis management situations.
The goal of a spokesperson is to make the brand more personable and build a connection between the brand and its target audience.
The role of spokespeople in the media
Spokespeople play an important role in representing and communicating about the brand effectively with media outlets.
In the media, the role of a spokesperson is to maintain control over the narrative of their brand by handling crisis management to lower the chances of getting negative media coverage.
The more positive media coverage spokespeople gets, the better reputation their brand will develop in the media.
Why monitoring media spokespeople is essential
Monitoring spokespeople in the media, known as spokespeople monitoring, helps you track, measure and analyse the performance of your and your competitiors spokespeople in the media.
Monitoring spokespeople is an necessary process to understand how they are seen by the public and identify early signs of negative media coverage to protect the reputation of your spokespeople and the brands they represent.
Without monitoring spokespeople, it would be difficult to track the media coverage and reputation of your spokespeople in the media on your own.
How do you monitor spokespeople in the media?
1. Spokespeople monitoring tools
A spokespeople monitoring tool can track brand representatives and their media coverage automatically.
A great tool to monitor spokespeople in the media is Roxhill’s Spokespeople Analytics. This platform can…
- Present the number of mentions your spokespeople has in the media (both past and present)
- Identify trends across roles and topics
- Provide insights to improve media coverage of your spokespeople
- Monitor your spokespeople’s share of voice compared to your competitors
- And much more…
See what else Roxhill’s Spokespeople Analytics can do to help you monitor spokespeople in the media.
2. Sentiment analysis
Sentiment analysis identifies and categorises people’s attitude towards a spokesperson into positive, negative or neutral way.
This can be used to analyse media coverage, comments, customer feedback and articles who mention your spokesperson.
Sentiment analysis is useful to discover and help PRs address any negative comments about your spokespeople, as part of crisis management, and maintain how they are seen by the public.
3. Social media monitoring
Social media monitoring is used to monitor the reputation of your spokespeople in platforms, such as Instagram, LinkedIn and Twitter.
This is done by tracking mentions of your spokespeople through videos, comments and shares.
This form of media monitoring helps you identify and respond to negative comments about your spokespeople and monitor your spokesperson’s engagement with the audience on social media platforms.
4. Traditional media monitoring
Traditional media monitoring tracks mentions of your spokespeople in traditional media outlets, such as print newspapers and magazines. Traditional media monitoring, such as news monitoring, can identify where your spokespeople are covered in print media outlets.
Benefits of monitoring your spokespeople
1. Deepens awareness of spokespeople's media coverage
Monitoring spokespeople is useful to track the number of times your spokespeople are mentioned both online and print media outlets.
Spokespeople monitoring tools, such as Roxhill’s Spokespeople Analytics, are able to track spokespeople’s mentions from specific…
- Articles
- Media outlets
- Outlet type
- Headline mentions
- Journalists
2. Monitors your spokespeople's Share of Voice (SoV)
Spokespeople share of voice is essential to monitor how your spokespeople are performing compared to your competitors.
Monitoring spokespeople’s share of voice will give you a clear picture to benchmark how many mentions your spokesperson should receive based on your competitor’s performance.
In Spokespeople Analytics, share of voice is your secret weapon to having a competitive edge by finding new ways to achieve more media coverage for your spokespeople.
3. Identify industry trends across job roles and topics
Identifying trends will help you make your spokespeople more relevant to the media.
Making your spokespeople relevant to the media will boost their number of mentions, resulting in better engagement with target audiences.
4. Find right journalists to pitch like a pro
One of the best features of using spokespeople monitoring is finding journalists most relevant to your spokesperson.
Finding relevant journalists is the best way to increase media coverage of your spokespeople.
You can find and contact relevant journalists with Spokespeople Analytics, helping you secure media coverage in the media outlets you are targeting.
Best practices to monitor your spokespeople
1. Establish clear monitoring goals
Before you start monitoring your spokespeople, you need to establish what you want to achieve and how you will measure your spokespeople.
- What is the purpose of your brand?
- Who is your target audience?
- What is does your spokespeople need to achieve?
- What are the key metrics for you to measure the success of your spokespeople?
2. Regularly analyse and report on your spokespeople's performance in the media
Conducting analysis and writing reports on a regular basis will help you keep a closer eye on your spokespeople’s media coverage.
The media is a fast-paced world, so we highly recommend doing weekly and monthly reports to help you identify where your spokespeople are covered and address negative media coverage of your spokespeople as soon as possible.
To write your reports on your spokespeople regularly and effectively, you can use spokespeople monitoring tools, such as Spokespeople Analytics, to gather statistics and customise reports based on your objectives.
3. Adjust your PR strategy based on insights
The best practice is to continuously adapt your PR strategy based on insights you found from your reports.
By doing this, you can find new ways to increase or improve media coverage of your spokespeople to stay ahead of the game.
Key metrics to monitor your spokespeople in the media
1. Mentions
A mention is a key metric used to measure the number of times your spokesperson's name is in media outlets, such as news articles. Mentions give a clearer picture of how well-covered your spokespeople are in the media.
With Spokespeople Analytics, you can measure mentions of your spokespeople in…
- Media outlets
- Headline mentions
- Type of journalists
Mentions of your spokespeople can be organised by…
- Total mentions
- Month
- Quarter
- Outlet type
2. Share of Voice
Share of Voice is a metric used to track where your spokespeople are covered in the media annd measure how your spokespeople are performing against your competitors.
Share of Voice is useful to create a benchmark on how much media coverage your spokespeople should achieve based on your competitor’s performance.
Recap on the importance of monitoring spokespeople in the media
Monitoring spokespeople is the key to knowing how well-covered your spokespeople are in the media. It is important for spokespeople to achieve high number of media coverage to boost positive business reputation and connect with audiences relevant to the brand they represent.
If your spokespeople have a small number of mentions in the media, it may result in having little control over how the brand is represented in the media.
Therefore, your spokespeople need to have a high number of mentions in the media to ensure the brand handles crisis management situations effectively and maintains the reputation of their brand.
How to monitor spokespeople in the media in a nutshell
- Spokespeople are a group of people who represent a brand in the media.
- Monitoring spokespeople in the media is necessary to learn where your spokespeople are covered, how many mentions your spokespeople get, track spokespeople’s engagement with audiences and address early signs of negative media coverage to protect the business reputation.
- You can monitor spokespeople in the media from Spokespeople Analytics, Sentiment Analysis, Social Media Monitoring and Traditional Media Monitoring.
- To monitor spokespeople in the media effectively, it is best practice to have a clear objective, analyse and report on your spokespeople regularly, adjust your strategy based on insights and use key metrics to measure performance of your spokespeople.
- Without monitoring spokespeople in the media, you will miss out on learning how well-covered your spokespeople are in the media.
