Why should PR agencies partner with media Monitoring Agencies ?

The most trustworthy information to consumers is not what you have disseminated about your company, but what they have gathered through third-party sources such as media and highly satisfied customers. They trust what they see and hear on different media platforms i.e., print, electronic and new media (Internet). But here is the thing- how will you leverage this awesome credibility if you are not regularly keeping track of the content that has been delivered via online publications, magazines, newspapers, journals and blogs that might mention you?

Media monitoring is knowing who is saying what about your brand, what is your brand reputation, what your competitors are doing, and all the information that is necessary to your company. Media monitoring is vital to the performance of PR. The reason being that, you absolutely need to know how your own brand is being represented and what is the perception of the audience (consumers, competitors, investors etc.), where your industry is going and what tactics your competitors are applying. You need to know everything, and that knowledge is provided by media monitoring agencies.

Communication with target audience: whenyou monitor the market, you keep yourself updated with your target group and by doing so you can establish better communication. You get to know how they talk and in which language they are more comfortable, what are their preferences and demands, what they think about your competitors, how they feel about your products and all the necessary feedback that is important to make improvements. All this is to say, you are directly communicating with people who are important to your organization.

Brand reputation and perception: yourbrand reputation depends on the way it is perceived by the audiences. The best way to know how audiences see your brand is by media monitoring about the brand & market. When you know what people are saying about your company, you can respond thoughtfully which helps you to develop an effective reputation management plan, thus strengthening your transparency, your authenticity and your positive relationships.

Assessment of performance: if you don’t know what you are doing is whether working or not then how will you make changes for betterment? Hence, evaluation of your efforts is very imperative to PR success. Media monitoring is one of the effective tools to evaluate the outcome of the campaigns. You keep the track of the coverage as it is reaching to how many people and what impact it is creating on them and what new ideas can be implied to turn your efforts into results.

PR agencies and media monitoring companies are like Sun and East to each other. One rises from the other, and glorifies the both. PR agencies are required to work very closely with media monitoring companies to get better outcomes. Due to the imperativeness of media monitoring function, PR agencies are collaborating with media monitoring firms. They are also introducing the media monitoring departments within the organization and hiring people and buying software to monitor media in order to keep the track of the information and evaluation of efforts.