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1. Media Monitoring
WE NEED TO MONITOR MEDIA.
HERE’S HOW!

2. Media Relations is evolving
• Online, digital, and social media allow PR pros to
bypass the media and speak directly to publics
• Good news – more control over message reception
• Bad news – loss of third-party endorsement in some
cases

3. What is Media Monitoring?

4. Value of Media Monitoring

6. 21st-Century Media
Relations Challenges
The blogosphere – an often noisy, treacherous place
but one PR pros must know how to navigate adroitly.
Twitter – A microblogging platform that can connect
you and reporters for mutual benefit.

7. Blogs
Blogs = web + logs
• In some PR specialties – entertainment, technology,
fashion, sports and some retail – bloggers wield
significant influence
• PR pros must build mutually beneficial relationships
with these bloggers, even though they aren’t
“traditional” journalists

8. Blogger influence expanding
A recent study showed 135 million blogs exist -- but
only 7.4 million are updated regularly.
Source: Technorati
Nearly 75 percent of journalists say they have a set list
of blogs they check regularly. Source: Omnicom
Nearly that many journalists say blogs are a good
source of information and story ideas. Source:
Omnicom

9. A handful of leading blogs

10. Twitter
• An instant messaging system in which a person can
send brief text messages of up to 140 characters in
length to a list of followers.
• Can send via cellphone (SMS) or on the Twitter
website.

11. Twitter and Media Relations
• More and more journalists are opening Twitter
accounts. Follow those covering your
organization, sector or industry
• Ask bloggers/journalists to follow you!
• Use your “tweets” as ways to convey messages
and send out story ideas. No fluff rule applies
here.

12. Whither Twitter?
After a strong start in 2006 to 2008, Twitter use is
beginning to plateau.
Eighty percent of Twitter account holders have sent fewer
than 10 tweets.
About 12 percent of U.S. population uses Twitter (Pew
Research, 2011).

13. Twitter is a promotional tool
Twitter promotes four things:
1. A product
2. A service
3. A viewpoint
4. The “tweeter”

14. Media Monitoring
Google Alerts
Easy to set up.
Great in tracking mainstream
media, blogs and other social
media
Google Trends

15. Media Monitoring
● Blogpulse – A blog search
engine

16. Media Monitoring
Addict-o-matic
Dashboard of media mentions,
including video
Create customized search

17. Media Monitoring
Topsy
Fast and easy-to-use site

18. Media Monitoring
Social Mention
Like Google Alerts but for
social media.
Can receive free daily email
alerts
Has some “junk” in it

19. Media Monitoring
IceRocket
A social media monitoring tool
Offers the ability to bookmark
your search results for later
reference

20. Media Monitoring

21. Klout
Klout
A service that measures and
scores a person’s social
media influence.
A tool to gauge someone’s
online connections
Over 50 = fairly influential
Over 60 = influential

22. Other Places to Look
●Pinterest
●Instagram