To avoid accusations of being tone-deaf, PR professionals must actively monitor media mentions.
With a variety of broadcast services and social media platforms to pitch for, PR professionals or brands must invest in media monitoring. PR professionals should monitor brand mentions, competitors and earned media coverage to respond to and mitigate any potential communication crisis.
Media monitoring softwares can help measure quantitative PR efforts like the number of followers, subscribers, and content circulation. Qualitative media monitoring allows PR practitioners to identify any negative brand mentions or sentiments and respond to them in real-time.
Insights gained from media monitoring lets brands effectively align their pitch, release, and angle with the needs of their audiences and journalists. Monitoring media allows PR professionals to identify critics whom the brands might want to avoid managing or even addressing directly.
[3 minute read]