When it comes to media monitoring and press coverage analysis, the question of what to include can be tricky. Stock tickers, sponsored content, job postings, alumni mentions, coverage that simply republishes a press release verbatim – these types of mentions often fall into a grey area that requires careful consideration.
Trying to develop an exhaustive set of rules for what “counts” as meaningful media coverage can quickly become a fool’s errand. The reality is, effective media monitoring and analysis requires a level of nuance and context that can be difficult for overburdened in-house teams to consistently apply.
The Competitor Test
So how do you decide what should be included in your media monitoring results? Here’s a helpful rule of thumb: instead of asking whether you should count a particular type of coverage towards your own metrics, ask yourself if you’d be comfortable counting that same coverage towards your competitors’ share of voice.
If you wouldn’t want a certain type of mention inflating their numbers, it’s probably a sign you should leave it out of your own media monitoring efforts as well. The goal, after all, is to get an accurate picture of your brand’s presence and performance in the press – not to play accounting games.
Applying this “competitor test” can help you separate the signal from the noise and focus your analysis on the most meaningful, impactful coverage. Of course, consistently making those judgment calls requires a level of media relations expertise that many in-house teams simply don’t have the bandwidth to develop.
When to Enlist Outside Help
The truth is, thorough media monitoring and analysis that provides truly actionable insights is hard work. It takes time, domain expertise, and access to the right tools and data sources. For businesses that don’t have a dedicated, specialized media monitoring function, enlisting the help of third-party experts can be a game-changer.
By partnering with a reputable media monitoring and PR analytics firm, you can tap into a level of experience and capability that would be difficult and costly to build in-house. These firms have the processes, technologies, and media industry knowledge to cut through the clutter, identify the most valuable coverage, and translate that data into strategic recommendations.
Focusing on What Matters Most
Media monitoring and analysis shouldn’t be about trying to capture every single mention of your brand, products, or industry. It’s about focusing on the most meaningful, impactful coverage – the kind that demonstrates how your brand is being positioned, discussed, and perceived by journalists and influencers.
By applying the “competitor test” and enlisting the help of third-party experts, you can hone in on the metrics that truly matter. The end result will be a cleaner, more reliable set of data to inform your communications strategy and demonstrate your media performance to key stakeholders.
Contact us to discuss your PR reporting requirements.