Analysis of Media Coverage and Blogs to Support Public Relations Activities
Traditionally, one of the key measures of the success of PR activities was to monitor media coverage – principally in the press. In the internet age, however, the practice of measuring column inches and reviewing press cuttings has evolved.
Most publications have a presence on the internet, and arguably social media and blogs have transformed the rules of media influence. Journalists, of course, still are an essential conduit, but the internet has introduced complexity and interaction which has set entirely new challenges, and opportunities for public relations practitioners. The need for media analysis and monitoring is now as strong as ever, but is arguably more complex.
Redshift have developed a series of analysis techniques specifically for monitoring and analysing media coverage, cost effectively and without the need for collecting original data from surveys. Media monitoring and analysis is particularly beneficial, in our experience, for public relations companies when they need to gather supporting information for new business tenders, or as part of ongoing client and campaign reviews, where there is often little scope (or budget) for conducting original research. Media analysis can be undertaken in isolation, or can be utilised as part of a wider solution which includes original research, such as audience messaging or throught leadership studies.