Mastering Daily Media Coverage: Essential Tips for PR Professionals (Full Transcript)

Speaker 1: Ladies and gentlemen, welcome to my YouTube channel, Public Relations 101, and in today's video we're going to discuss daily media coverage. The way daily media coverage works is that on an ongoing basis, you're either manually scanning the key newspapers of your country, the key digital portals of your country, and sometimes even beyond your country, so the region or the world, depending on what the scope of your clients is, and you are compiling key news that affects them in some way, shape, or form, including news and mentions and references to their organization. The second way it works, if your client is particularly huge, and if manual media coverage is on a daily basis is not an option, is that you're working with companies, and you're working with companies such as Media Watch or Meltwater, but there are so many others out there as well. What you're trying to do in daily media coverage reports is that you're trying to capture key snippets of information that are either related to the industry in which your client finds itself, and you really should be doing this, if not for the client as part of your contractual scope, then at least for yourself, because that way you can offer them quality consultation. Another way in which you're using the daily media coverage is not only capturing snippets of information related to the client's industry, but snippets of information related to them. Let's say your client was mentioned in the news. How were they mentioned? Was the tone of this positive? Was it negative? Was it just neutral? Were they passionately mentioned as a reference point for a larger news? If you're doing this on an ongoing basis, and if your client is big, this information and what you make of this information, how you're assessing and analyzing this daily media coverage is very important for the client to have. And if you're going with a larger media monitoring service, which is third party, which is contracted, then you're telling them keywords that they need to watch out for. Maybe they need to watch out for the name of your client's organization. Maybe they need to watch out for key people within your client's organization. Any time and every time, those people or those keywords that you've given them, be it the client's organization, or be it those people, or be it products or services, names the proper nouns of those products and services that your client offers, any time that they're mentioned in the media, larger media monitoring groups are capturing that information real time. And they're capturing it even if it happens on print news. They're capturing it even if it happens in the digital news, if it's happening in TV news, if it's happening in radio news, if it's happening in social media news. They're capturing it everywhere that those keywords are referenced. To conclude, media monitoring and daily media monitoring is vitally essential to your role as a PR practitioner. So not only will this insight give you a sense of how your client is being perceived in the media, but it will also keep them current with other industry trends. So for PR professionals all around the world, daily media monitoring is something you need to be doing. And if it's a task that your junior team members are doing, you need to stay current with those reports because that will ultimately impact the consultation that you give your clients every single day. Thank you for watching. Folks, I post new content regularly, so please remember to subscribe and like my channel if you want to put a PR spin on your future in the communications game.