A media monitoring service, press clipping service, or clipping service as it was known in earlier times, provides clients with copies of media content, which is of specific interest to them and is subject to change in the demand; what they provide may include documentation, content, analysis or editorial opinion, specifically or broadly. These services specialise in their coverage by topic, industry, size, geography, publication, journalist, or publisher. Printed sources, which could be easily monitored, greatly expanded with the advent of telegraphy and submarine cables in the mid-to-late 19th century; The various types of media now available increased in the 20th century, with the development of radio, television, the photocopier, and the World Wide Web. Although media monitoring is typically used to capture editorial content or opinion, it can also capture advertising content.
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Media monitoring services have come under various names over time, as new players entered the market, new forms of media were created, and new uses for available content were developed. An existing group may provide such a monitoring service related to their primary purpose, while a monitoring agency generally gives it as their core business. Alternative terms for these monitoring services, along with the information they provide, include:
The news monitoring industry arranges for government agencies, corporations, public relations professionals, and other organizations access to news information created by the media. Generally monitoring print, broadcast, and internet content for any mention of specific topics of interest, a news monitoring company will analyze and provide feedback to their client in press clippings, monitoring reports, and media analysis.
Thanks to the digital era, anyone can express themselves freely without intermediaries. To make it public regardless of social, physical or geographical conditions.
It undoubtedly represents a challenge for brands since, for example, n the case of Mexicans, These sources are usually opinions or reviews from other consumers and the media. Related to the latter, we have that 93 % of customers say that thoughts influence their purchase decisions.
Thus, we see that, whether they are positive or negative opinions, people take them into account before purchasing a product or requesting a service, which is why media monitoring becomes essential for all types of companies or brands since it will allow you to make better business decisions and respond more effectively to the requests, doubts and concerns of your consumers, especially when they do not express them directly, but through social networks or review pages.
Although the analysis of the competition is an important differentiator that allows brands to anticipate (as we can see in this case study ). The other players in the industry must stay paid attention to, such as regulators, influencers, marketers. And also, of course, the consumers themselves, to understand wherever the industry is today and where it is going.
It causes brands to be more noticed by the media and journalists and allows them to anticipate their needs. And also, regarding requests for information or even possible denials.
Likewise, media monitoring makes it possible to identify the most relevant opinion leaders to have approached with them. To know who is key to amplifying campaigns and initiatives and thus measuring results. The same goes for working with influencers.
The reputation of a brand is just as important as its products and services, especially at this time when anyone with a certain influence can issue negative opinions with the potential to go viral.
With good media monitoring, companies can better plan their actions in the face of a public relations crisis and even before it happens. In this way, you will take the appropriate measures and have the consequences on your radar once the contingency ends.
Until a few years ago, the consensus was that traditional media (TV, radio, print newspapers) were in steep decline, and digital options were rising.
Today the panorama is somewhat different because due to the number of options that exist. And also, the consumers prefer to remain faithful to those media that give them what they are looking for. It entertainment or truthfulness (to mention only two aspects) regardless of the platform where they are viewed.
In this way, the traditional media have regained their audience. Because, in the face of the wave of fake news sweeping the digital world. The public has turned to them searching for research, depth, and truthfulness. These are the so-called “vertical news”, validated and recognized by real experts and journalists.
So, while it is true that digital media are still on the rise, as a brand, you should not neglect the traditional ones, as they are still relevant. Audiences see them as a serious option to satisfy certain needs and achieve specific objectives.
However, the speed with which information spreads increasing, regardless of the platform. And also, on which it disseminated: social networks, television, web portals. It makes media monitoring increasingly necessary for brands, not just any, but rather a fast, efficient one that combines digital and traditional sources to detect red flags and anticipate future crises.
We refer to that as “first aid” because, thanks to monitoring. And also, we can detect the emergency immediately to begin executing the corresponding mitigation actions.
Here we explain them:
Therefore, once the emergency is over, don’t forget to monitor the responses to your response. And also, that is your audiences’ reactions to your actions.
A media monitoring service, a press clipping service or a clipping service as known in earlier times. It provides clients with reproductions of media content, which is of some interest to them and subject to changing demand; what they provide may contain documentation, content, analysis, or editorial opinion, specifically or widely.
Also Read: Services Marketing – About, Characteristics, Strategies and More – 2022
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