News Media Monitoring - What It Involves and Why You Should Use It

Media monitoring involves watching, reading or listening to media content from different sources including the internet, magazines, TV and radio in order to track particular keywords. Any media monitoring service has to be provided on continuous basis so as to identify keywords pertaining to a specific brand. One of the most common types of monitoring offered in a media monitoring service is news monitoring where the content on print and broadcast media is monitored. Most organizations including universities and hospitals employ media monitoring in order to keep up with mentions of their companies, products or executives. Some firms also use media monitoring to keep up with the impact of their news releases and to gather information about specific matters. This helps them come up with better strategies to deal with competitors and to manage the company reputation. Besides, a media auditory service facilitates gathering of intelligence, and this enables the company to understand the strengths and weaknesses in its communication processes. Likewise, it's an effective way to identify opportunities that can contribute towards significant business growth.

History of Media Monitoring

Media monitoring began in the 19th century when the press would employ people to read and scan articles in search of keywords. These readers would mark the keywords given by different clients after which they would cut out the articles and then put them in client folders. These folders would then be sent to the clients through mail. Such services were however very limiting since only one geographical area could be covered at a time. In addition, the auditory could only be done in one language, meaning companies were limited as to how far they could go in determining the impact they had on the market. To add on, the fact that the auditory was done using human readers lead to a lot of inaccuracies. The readers would miss about 40% of the articles that contained certain keywords, seeing as they had to quickly scan through volumes of writings in search of not one, but a set of keywords at a go. With the introduction of the auditory software however, media auditory has become more dependable.

What Media Monitoring Entails

In a media monitoring service, the process begins with creation of specific terms or phrases (keywords) that have to be monitored throughout different media. The monitoring profile developed also has to include the media that is to be monitored, the monitoring period, and the sort of mentions to be presented. Keywords are terms that have to appear in the broadcast or article, and these may be anything including the name of a company, its brand, or its affiliates. Articles with such keywords are known as 'news clips' or 'press clippings' and these can be delivered to the client via email, regular mail or physically. A number of companies work with professionals who have specialized in media auditory, but this method of auditory is quite hectic and erroneous. For that reason, most organizations prefer to use auditory software. The auditory however doesn't have to be done by in house staff; it can be effectively executed by businesses that deal with media auditory services.

In such instances, the results delivered are always better, and the costs much lower. The given website address has more details of your expectations: Media Monitoring Service.