In plain English
What does media monitoring mean?
Media monitoring is the practice of systematically tracking when and where an organization, its executives, competitors, or industry topics are mentioned across news outlets, broadcast, social media, and online forums. Tools range from simple search alerts to enterprise platforms that flag sentiment, reach, and tone in real time.
Beyond measuring the results of a specific campaign, ongoing monitoring helps PR teams spot emerging issues early, identify new journalist contacts covering the space, and benchmark share of voice against competitors over time.
Example
The monitoring dashboard flagged a spike in mentions after a competitor's product recall, prompting the team to prepare a statement in case reporters asked for comparison.
Use it well
Three practical tips
- 01
Set alerts for competitor names and key executives, not just your own brand.
- 02
Review sentiment, not just volume, since more mentions aren't always positive.
- 03
Check monitoring daily during active campaigns or sensitive periods.
Knowledge check
Did it stick?
Besides measuring campaign results, what's a key benefit of ongoing media monitoring?
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