August 4, 2014
On its face, media monitoring seems like a fairly simple and mundane task, but it is actually a critical element of high-level industry communication efforts. Certain monitoring projects, such as a weekly or even daily news clips distribution, have become standard practice for many organizations and trade associations. Kellen provides monitoring for several clients to enhance their communications strategies in a number of ways, including:
- Keeping membership apprised of important and relevant news events at local, national and industry levels
- Identifying opportunities for proactive or reactive response by the organization, whether through an op-ed, a letter to the editor or direct outreach to reporters or editors
- Gaining a greater understanding of the organization’s image and reputation in the media
Online monitoring services like Vocus and Meltwater can greatly assist in any media monitoring or clips project. These services track pertinent news stories containing keywords important to the organization. However, results must still be carefully examined and sorted to ensure that only relevant and timely news stories are clipped. Supplemental monitoring via tools like Google Alerts and direct, personal monitoring of major news outlets help ensure a comprehensive survey of the media landscape—nothing beats finding the original story in the newspaper in your hand.
When managing a monitoring project, it’s important to keep the following in mind:
- Relevance: Does this news story contain information that membership would value? Does it address a specific issue, concern or event that members might find important or interesting?
- Brevity: Does the article present relevant information in a digestible, convenient manner? Including a brief summary of each article in a clips distribution can often help address this issue. (This is also an important consideration to ensure fair use of the copyrighted material being shared.)
- Outlet Reputation: Is the story coming from a major news outlet, such as The New York Times; from a smaller publication; or from an online source such as a blog? Stories with major national implications generally have greater industry-wide relevance than do minor, hyper-local issues.
- Opportunity for Response: In the case of an op-ed or an LTE, is the writer an opinion leader or an ordinary citizen? An op-ed from a major public figure is a more ideal opportunity for response than a letter from a private citizen.
Kellen uses all of these monitoring strategies to provide a variety of clients with the information they need to develop a robust, fully informed communications strategy. Learn more about media monitoring tools here.
Elliot Levy has been interning with KellenAdams Public Affairs, the Washington, D.C., division of Kellen Communications, this summer. He is a rising senior at the University of Florida studying public relations and political science. When he graduates, he hopes to return to Washington and work in public affairs or public policy.