Hi everyone!
It’s been long since I posted on the blog, anyway I’m back again to continue where I stopped. It is important to know what is being said about your organization in both new and traditional media (schubring, 2010). Media monitoring is all about watching, reading and listening to the media everyday, it is a simple, yet a vital form of research. After the launch of the Nandos event I was doing media monitoring, to know how our clients are presented in the media. Every morning the first thing I was doing was to read newspapers and magazines, to see if the invited media has covered the events of our clients. It was a bit challenging because I was not only reading English papers but Mandarian and Malay papers as well. Whatever news stories I find talking about any of our clients, I scan them and prepare media clippings. At first it was a difficult task to do media clippings, but our senior manager taught us how to analyze the clippings to give a monetary value to the PR value generated.
Jessica
4 comments:
Hi Jessica
I have gone through your blog when you where explaining about the importance of media monitoring.I tend to agree with you that it is of vital importance that each and every company has to monitor what the media is saying about them to their clients and to measure their success, assesing things like effective communication to target audiences,key messages and quotes from the spokespersons or competitors.
I hope though this you must have been up to date with news as you had to read everyday which is another boost to your reading and writing skills.Hehehe are you serious you read Mandarin...then the internship must have been fun,reading new language too,I consider it a great achievement.
Thank you for sharing with us.
Kebalepile Phuthego
14465444
LUCT
yes, it was quiet a lot of fun, can you imagine me reading Mandarin and Bahasa Malay newspapers? anyway, the method we were using was very simple and effective, what we did was to just look for our client's name or use pictures that show any of our events, whatever we see, we give to our senior manager to check if if it was the right thing and guess what, we got a lot of them and she was so amazed by that.
Hi Jessica,
I havent carried out any media
monitoring myself but at my placement the company recently hired a e-marketing specialist who informed me that due to her software she had viewed my PR393 Reflective Blogs! The company has an extensive online media monitoring system and apparently my blog was recorded!
It sounds like the media monitoring you did was intensive, particularly reading Mandarian and Malay newspapers!
I also agree with you in the importance of media monitoring; it is a form of feedback and a media monitoring portfolio can be very efficient PR tool in means of establishing which publications are currently being targeted and which publications should be targeted more.
Good luck with the rest of your placement!
Hi Jessica,
As you said in your post, the media monitoring is such an important PR tool.
During my internship I've also read sooo many different newspapers and magazines. Even in the weekend, I've had specific newspapers to read and to do press summaries to send before noon.
Yet it was so challenging to achieve it and to success to send it to clients before noon.
But it was difficult to be aware of everything with various media at the same time.
Cheers,
Elodie Charoux
14103265
Charles Telfaire Institute
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