Purpose of the course

To introduce for what reason media monitoring

is conducted and why different organizations
monitor media?
To know how media work?
To understand the audience feeling, wants and
desires?
To realize the current environment and design
strategy for the future.
 Academic Media Monitoring
Alongside the continuing global expansion of
connectivity, ecological degradation, and social
media, more recent events – such as the global
economic downturn and changing public attitudes
to business – are creating different operating
conditions. Academically, the rise of different
voices in journals, books, and research has been
paralleled by the declining power of the ruling
paradigm of late 20th century public relations.
 Academic media (cont.)
The old center has not held and a diversity of
opinion that is less limited, and more socially
concerned, continues to emerge. These newer
voices differ on perceptions of present, past, and
future – not only are there disagreements on
what public relations is now, but on what public
relations has been, and on what public relations
might be.
 Academic media (cont.)
At the World Public Relations Forum (2010) in
Sweden, authors of the Stockholm Accords drew
upon public relations and communication
management (PR/CM) theory and best practices
to define, recommend, and promulgate
performance standards to foster the
“communicative organization” (CO) as vital to
achieving sustainability.
 Academic media (cont.)
That project is challenging for several reasons.
(1) All too frequently, academics and practitioners do not
collaborate to solve daunting professional problems, let
alone one that has societal implications this vast.
(2) The Accords, as a companion to Vision 2050 (World
Business Council for Sustainable Development, 2010),
framed the challenge as one confronting management
policies along with requirements of the CO. PR/CM can
help achieve sustainability by making organizations more
communicative as a precondition toward sustainability.
 Academic media (cont.)
To do so, the current emphasis on processes of
communication needs to shift to future
discourse, shared (co-created) meaning, and
the agency of society as a force for collaborative
decision making. The challenge before us as
academics and professionals is to assure that the
communication effort to achieve sustainability
is sufficiently grounded to achieve that mission
and vision
 Why media monitoring?
Producing proper media-monitoring reports are essential
for PR specialists as well as for media-researchers. As for
Journalists and associates, they can apply this research
based knowledge to become more result-oriented.
what are the elements that exist in the story or event and
cause positive or negative media reflection, framing of the
news?
1: The elements that influence on media tone are in
correlation with each other and the more
elements/symbols exist in the story, the more influence
they have on media-coverage.
 Why media monitoring? (cont.)
2: These elements might be used during event-
planning, agenda-setting for adjusting the
media stance of the relevant organization and
framing the positive or negative media-
positioning.
3: There could be some correlation between the
relevant organization’s pro activeness, which
shapes the organization’s niche in the media, and
the negative news niche about the organization.
 Why media monitoring? (cont.)
The objective of surveillance is “to promptly
identify and deal with the opportunities and risks
that can impact the organization’s direction, action
and communication”. Each organization’s
governance is to have solid issue monitoring
functions and structures to be able to read and
adapt to changing sociopolitical conditions that
define its operating environment. Each organization
is expected to listen, adapt, and adjust.
 Why media monitoring? (cont.)
PR/CM must be prepared to engage in socially
constructive discourse in a manner that joins
and aligns the views of clients/employers and
other voices. Discourse is a means by which
voices pit ideas against one another, as
statement and counter statement. Through
discourse, ideas are publicly advanced and
weighed leading optimally to enlightened choice
 Why media monitoring? (cont.)
An undercurrent to theory must examine how
we know (and how well) reality, how we
conceptualize ourselves (identification), and
how we organize into society (between) as
aligned and competing interests and identities.
These themes can never be separated from
challenges of sound science and reflective
management—as keys to a genuine public
interest embraced by the goal of sustainability.
In this way, Fully Functioning Society Theory
(FFST) reasons that society is a complex of many
collectivities, each of which has its own, but
interdependent and variously aligned interests.
The role of public relations is to help create and
advance the infrastructures and co-create
meanings that bring these interests into
alignment. This rationale matures into one of
the key premises of the theory:
 Function of PR
To help society to become more fully functioning,
managements of organizations (for profit, nonprofit, and
governmental) must demonstrate the characteristics that
foster legitimacy, such as being reflective; being willing
to consider and instrumentally advance others’ interests;
being collaborative in decision making; being proactive
and responsive to others’ communication and opinion
needs; and working to meet or exceed the requirements
of relationship management, including being a good
corporate citizen.
 Media Monitoring for PR
Media monitoring services can help PR teams save
time on important but repetitive and everyday tasks.
Here are some of our recommendations.
Nearly half of all PR practitioners claim that
tracking news clippings and media mentions is
an integral part of their work. However,
running daily web searches for your clients and
staying on top of Google Alerts — while important
that can be a distracting and everyday endeavor.
 Media Monitoring for PR (cont.)
Media monitoring services allow
marketers and PR teams to track (foot-
path) what the media (print, broadcast, and
online) is saying about a brand, its
competitors, and the industry at large.
Today, we can use sophisticated
procedures, artificial intelligence, machine
learning, and automated tools to monitor
media.
 Media Monitoring for PR (cont.)
Media monitoring services can benefit PR teams in
the following ways:
• Save time by automating a repetitive activity.
• Provide actionable insights via detailed analysis of
coverage, complete with graphs, charts, and maps.
• Get real-time alerts to help mitigate a crisis early,
and not let it get out of hand.
• Identify potential journalists and influencers for
media outreach.
There are plenty of data available every day in
social media, however how to utilize this data
and provide insight into the organization in order
to improve their performance in the market is a
question for every organization.
 Why Monitor the Media?

• Analysis of information published in the

media is an important tool. Information that is
collected and properly aggregated contributes
to the assessment of companies’ projects and
allows to observe and to evaluate changes
occurring in the environment.
 Why Monitor the Media?
Key Tool for Public Relations, Marketing &
Competitive Intelligence
Media monitoring is the process of reading,
watching or listening to the editorial
content of media sources on a continuing
basis, and then, identifying, saving and
analyzing content that contains specific
keywords or topics.
 Why Monitor the Media?
Monitoring editorial content of news sources
including newspapers, magazines, trade journals, TV,
radio stations and the Internet is by far the most
common type of media monitoring. This form of media
monitoring is called “news monitoring.”
In addition to monitoring news, many organizations
now also monitor social-media on the Internet,
tracking word of mouth mentions about their
organization in social media such as Facebook,
Twitter, blogs, message boards and
forums. This is commonly known as social media
monitoring, word-of-mouth monitoring, or telephone
call monitoring.
 Media monitoring (cont.)

• Today’s companies undertake a number of

analytic efforts, which allows them to gain the
knowledge required to support their
management processes. Special attention is
given to areas such as marketing or public
relations because many managers, when
determining their next steps in those areas, need
to know whether their previous decisions were
beneficial.
 Media monitoring (cont.)

• By analyzing marketing and public relations activity, they

can determine whether the budget was properly planned,
whether a plan was successfully implemented and whether
the expenses incurred have paid off. This is why companies
deploy media monitoring, defined as a process of reading,
watching and listening to source content for keywords that
appear in media and then aggregating these materials . 3

Media monitoring is being used by more and more entities

as it aggregates and provides information about what was
published in the media, with a focus on the content
(Milivojevic, 2003, p.16).
 Media monitoring (cont.)

• It sheds light on people’s feelings and expectations (Gawroński,

2006, p.10). The purposes of media monitoring are clear as they
involve obtaining knowledge, but they can also vary. The process
itself requires appropriate selection of methods.
• Monitoring can pursue quantitative or qualitative analysis, for
example, by focusing on evaluating news narratives (Gawroński,
2006, p.16). Everything in this area depends on the entity
undertaking the study as well as the purpose of the analysis.
• Many companies, government agencies, non-profit organizations
 Media monitoring (cont.)
Many companies, government agencies, non-
profit organizations (e.g. hospitals, universities,
associations etc.) and individuals, e.g. celebrities,
use media monitoring as a tool for tracking
mentions about themselves in the news media.
Some entities monitor media to assess the effect
of their publications but also to gather intelligence
on their competitors and specific important
issues from their organisation’s standpoint
(Comcowich, 2010, p.3).
 Media monitoring (cont.)
Searching for information published in the media
is a guarantee of obtaining accurate information
that supports certain management processes. It
helps you understand your target audience but
also, in particular, the information that journalists
are seeking. Media monitoring and the
associated data analysis support at every step of
the way the company’s PR efforts, while also
assisting with identifying any potential perception
crises.
 Media monitoring (cont.)
Data obtained through media monitoring helps
assess the effectiveness of PR efforts and
supports rapid response strategies. It provides
a database for management processes.
Monitoring can include a wide range of
traditional and modern media, including
specific channels that require outreach to
consumers such as news services, message
boards, blogs and social media platforms
such as Facebook, Twitter or LinkedIn.
 Media monitoring (cont.)
Media monitoring offers a range of benefits to a
business, by enabling it to look at the actions it
has taken and how well they were received by the
target group. It is helpful in assessing the
effectiveness and success of public relations
strategies. This article looks at how companies
can benefit from professional media monitoring.
Its purpose is also to demonstrate how
companies can use the products of media
monitoring using a specific practical example.
 Media monitoring (cont.)
Analyzing trends is a key component of
monitoring the company’s environment.
Trends help us determine whether the efforts
undertaken by the company were received as
expected by its environment at specific
intervals. Such analysis offers us a look at
the long-term changes that have occurred in
the company’s environment. It allows to
compare different reference periods.
 Media monitoring (cont.)
Using media monitoring analyses provides the
company’s management with information that is
critical in its decision-making. This helps us
determine whether making specific branding efforts,
e.g. participating in competitions where the company
is to be perceived as a good employer, yields the
results we want. Using continuous media monitoring
allows for more effective, strategic management of
the messaging shared by the company, which
improves its real-time decision-making.
 Media monitoring (cont.)
The effects of monitoring media presence
typically go far beyond the question of the
company’s reputation. Their positive effect
manifests itself in company processes and
culture. Customer and employee satisfaction
also depends on a favorable internal and
external image of the company. Therefore,
measuring them should become a permanent
feature of a business entity’s activities.
 Media monitoring (cont.)
Media coverage monitoring conducted both in
traditional media and electronic media allows us to
assess the company’s standing and its changes over
time. The recommendations derived by the company
from the analyses may involve maintaining and
expanding the current scope of favorable media
mentions, which may translate into better brand
management, mitigating the effect of unfavorable
coverage on the brand, effective crisis management
or taking appropriate steps in its day-to-day
operations.
 Media monitoring (cont.)
More and more companies find it necessary to
focus not only on monitoring traditional media
outlets (press, radio, television), but also turn
their attention to social media platforms.
These types of decisions, however, must be
made based on precise definition of the
company’s information needs. Only then can
the business actually use what may become
crucial in its decision-making, i.e. knowledge.
 Media monitoring (cont.)
Another, equally important benefit of
monitoring media coverage is identifying the
threats to the company and the effect they
may have on its brand. This is yet another
reason why this process is and should be
deployed by businesses to help build
effective campaigns, evaluate their ongoing
efforts and protect themselves against PR
crises.
 Media monitoring (cont.)
There are good reasons to track these trends
over shorter periods or continuously. This could
help decision-making, both in strategic terms
with respect to the company’s direction, and on
a tactical level. Obtaining information from the
media helps better connect the cost of branding
efforts and their results in the form of media
coverage and outreach. This knowledge is
critical both to day-to-day management of the
 Media monitoring (cont.)
• framing is a process that takes place at
different levels; in the culture; in the minds of
• the elite and media professionals; in the text
of the information; and, in the minds of
citizens as
• individuals. Therefore, framing is an
individual psychological process, but also an
organizational
• process, a product and a tool of strategy.
 Media monitoring (cont.)

Media monitoring is only occasionally

conducted even though it is a systematic
surveillance of media performance for the
purpose of its description and critical
evaluation. Mostly, it generates knowledge
about the media by focusing on content.
 Media monitoring (cont.)
Media messages can be observed for many
different reasons: it may be an academic
attempt to detect media changes over time,
indicating shifts in cultural habits; or it may
be a response to special attention that the
media attract during periods of vivid political
activities, like election campaigns.