Track and understand your media coverage to determine impact and grow your brand
Do you wish there was a better way to monitor and track your company’s media hits and mentions? Well, you’re in luck, because now there is. Axia Public Relations offers MediaSignal, a service that clips your media citations and measures your share of voice in the media.
How does MediaSignal work?
You already know the importance of receiving positive news coverage. You might also know how difficult it can be to find, organize and measure the effectiveness of it all. This process becomes even more arduous with the sheer abundance of media channels today.
Axia provides local, regional, national and industry media monitoring, clipping and measurement services from several service providers. The service includes television clips and online articles or, you may choose to receive clips from print and/or radio only. For an additional fee, you can include unique news outlets that are not typically monitored, which is worthwhile if your company receives coverage from independent or alternative media outlets.
The benefits of media tracking
- Receive increased consumer trust and third-party validation of your company and product. Studies have shown that earned media carries more weight with customers. People are far more likely to believe a news story than an advertisement. Since you can’t buy a news story, consumers see it as a true, ringing endorsement of your brand.
- Get a better picture of how effective your PR campaigns really are. A campaign cannot be considered truly successful until it is measured against agreed-upon parameters. Media tracking also allows you to make better, quicker decisions about any changes needed in PR initiatives and demonstrates the value of communication activities.
- Manage your reputation. It’s vital to stay aware of when and how traditional media as well as blogs, message boards and online publications cover your company. With the help of social media and a 24-hour news cycle, news stories are now seen instantly around the world as audiences share and discuss news stories globally. Each one has an effect on your reputation, credibility and profitability.
- Drive actionable business decisions. Monitoring and measuring your industry as a whole can be very beneficial to your bottom line. For instance, is your main competition getting more coverage than your company? In what outlets are they appearing? You can use this kind of information to plan your media strategy, fix areas where you may be lacking and discover opportunities to expand your reach.
4 things you should do to get more media hits
Research journalists and media outlets before you make your pitch. Also, make sure you have accompanying graphics or video ready to go and be certain your online newsroom is up to date and accessible.
- Be responsive.
The last thing you want is for reporters to be unable to reach you. If they can’t reach someone at your company, they will not wait; they will go to your competition. In addition, your spokesperson should be well-trained and primed to handle any media situation.
- Have a great story to tell.
All the pitching tools and tricks in the world won’t help a boring story. Your news should be compelling, current and interesting to the reporter’s target audience.
- Hire a PR firm to help you.
There are numerous dos and don’ts when it comes to attracting media attention. Experienced PR professionals will help you avoid pitfalls, find the right media outlets and craft your story.
Let Axia Public Relations be your media relations partner to increase your earned media coverage, collect the information and measure the results. Contact us to learn more about our MediaSignal services today.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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