1. News Media Monitoring - What It Involves and Why You Should
Use It
Media monitoring involves watching, reading or listening to media content from different
sources including the internet, magazines, TV and radio in order to track particular keywords.
Any media monitoring service has to be provided on continuous basis so as to identify
keywords pertaining to a specific brand. One of the most common types of monitoring offered
in a media monitoring service is news monitoring where the content on print and broadcast
media is monitored. Most organizations including universities and hospitals employ media
monitoring in order to keep up with mentions of their companies, products or executives. Some
firms also use media monitoring to keep up with the impact of their news releases and to
gather information about specific matters. This helps them come up with better strategies to
deal with competitors and to manage the company reputation. Besides, a media auditory
service facilitates gathering of intelligence, and this enables the company to understand the
strengths and weaknesses in its communication processes. Likewise, it's an effective way to
identify opportunities that can contribute towards significant business growth.
History of Media Monitoring
Media monitoring began in the 19th century when the press would employ people to read and
scan articles in search of keywords. These readers would mark the keywords given by different
clients after which they would cut out the articles and then put them in client folders. These
folders would then be sent to the clients through mail. Such services were however very
limiting since only one geographical area could be covered at a time. In addition, the auditory
could only be done in one language, meaning companies were limited as to how far they could
go in determining the impact they had on the market. To add on, the fact that the auditory was
done using human readers lead to a lot of inaccuracies. The readers would miss about 40% of
the articles that contained certain keywords, seeing as they had to quickly scan through
volumes of writings in search of not one, but a set of keywords at a go. With the introduction of
the auditory software however, media auditory has become more dependable.
What Media Monitoring Entails

2. In a media monitoring service, the process begins with creation of specific terms or phrases
(keywords) that have to be monitored throughout different media. The monitoring profile
developed also has to include the media that is to be monitored, the monitoring period, and
the sort of mentions to be presented. Keywords are terms that have to appear in the broadcast
or article, and these may be anything including the name of a company, its brand, or its
affiliates. Articles with such keywords are known as 'news clips' or 'press clippings' and these
can be delivered to the client via email, regular mail or physically. A number of companies work
with professionals who have specialized in media auditory, but this method of auditory is quite
hectic and erroneous. For that reason, most organizations prefer to use auditory software. The
auditory however doesn't have to be done by in house staff; it can be effectively executed by
businesses that deal with media auditory services.
In such instances, the results delivered are always better, and the costs much lower. The given
website address has more details of your expectations: Media Monitoring Service.