Media monitoring
Systematic tracking of coverage in traditional and digital media about the company, its sector, competitors and relevant issues.
Media monitoring is a company's early warning system. It covers the press, news websites, radio and television, as well as social media, forums and review sites. Properly set up, it allows a signal to be spotted before it becomes a story, and a developing crisis to be assessed quickly.
The value of monitoring lies not in the volume of results but in their interpretation. A raw list of links rarely helps a board. What is needed is a short summary: what has appeared, who is talking about it, what the tone is, whether the topic is growing and whether it requires a response. In a crisis, such summaries are produced every few hours; in normal times a periodic report is enough.
For the board, monitoring should cover not only the company name but also board members, brands, key products and sensitive issues. Equally, someone must be responsible for acting on what it shows.
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