On my first day at the office, i was given a stack of papers to go through and with time it became a daily routine. Being the culturally diverse nation Malaysia is, one can imagine the variety of media we deal with, different languages and all.
In the beginning i really did not understand the fuss about having to go through all those papers until i after we had organized an event and the boss was away on business. the event was a graduation ceremony and our duty as the public relations department was to make sure that the event was well covered and was given as much prior and post coverage as possible.
And a week after the event while wondering if we had managed to pull it off, news paper articles from different media outlets came pouring in certifying that we had indeed managed to achieve our primary goal which was to create a buzz for the graduation. As much as the media monitoring is done solely to see how much coverage an organization gets, it can also be gratifying to an individual for a job well done. and this will be from the results in the media.
if you are doing a good job and if aren't, it will show in the amount of coverage received by the organisation.
Media monitoring is also helpful because we manage to see what kind of relationship we have with the media and strengthen those that seem to be leaning to our side while not entirely discarding those that seem slow in covering the university.
Yes it is quite a process but then again, the results reaped are immense.
Baatile
LUCT
5 comments:
I feel that media monitoring is definitely helpful. It helps the PR department to understand if publicity was given after the event has happened, and to check on how the invited journalists feel about the event, through the tonality and scale of report. On the other side of the coin, it is also a great opportunity to check on what are your competitors up to, if they have happened to make it to the news too.
From a public’s point of view, if there were no publicity or media report about the event, it is as good as not knowing that something like this has happened. Therefore, I would congratulate your organization for not only to have the event reported in the local newspapers, but also to have positive comments reported on it. Good job!
Congrats on the huge success on your event!! Yes, as Damien said, media monitoring is a great form of public feedback be it positive or negative. Creating such a huge buzz would surely also help the institution identify even more clearly how the public views it and perhaps even offer opportunities of future collaboration.
Then again, while basking in the light of positive publicity, one must never be proud and start blocking out any negative comments coming through. Another important part of media monitoring would be closing patrolling for any negative feedback and quickly acting upon it so as to minimize the harm it would cost.
It is very helpful because it helps to monitor the success of your event or campaign. Like Steve said it give feedback on how the public perceives your company thus making you create room for improvements or keeping up the good work.
Media monitoring is essential for every company and should be taken seriously.
Hi!
I'm Shehzana from CTI, Mauritius Campus and I did my internship
at AfrAsia Bank Ltd.
I have also been engaged in media monitoring during my internship at the bank. Firstly the launch of representative offices in South Africa - media monitoring from South African newspapers online, both in English and Afrikan. Also did media clippings for TV interviews held in SA for guest speakers - the CEO and the General Manager of AfrAsia. Press conference for the sponsorship of the Golf tournament by the bank, and other several events were also in my task list regarding press clippings.
Media monitoring is indeed helpful. It has allowed the bank to see how much coverage they have garnered and as such measure the success of the events. Besides it also allows us to see what different news angles have been taken into consideration by the reporters.
At the same time, competitor analysis is also a good opportunity to see what others are doing. And I definitely agree with u friends that feedbacks from the public defintely allows the company to respond and thus make room for improvements.
Yes it boasts a great deal of patience to do media clippings and analyse them but at the end of the day, as you say Baatile the results reaped are immense!
Cheers
Shehzana
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