Media Monitoring. What is that?

This had happened since the first PR module. I remember very well how my lecturer, Ms Vaneetha used to ensure that every single student in class understands how important media monitoring is to an organization. She told us when she worked as a PR practitioner, the first thing she did every morning when she reached her office was to read the newspaper and get what is on in summary for her boss.

And then when i come to this company, i was told that i can only read a newspaper when I have extra time in my lunch hour. Er... ...

The truth is, there is no such thing as 'media monitoring' in Mawar (let's used this as the short form for MRMC + PHM). The most they did was to cut any news about the chairperson (because he is a political member) when they are appointed to. Such practice contributes to my doubt about what exactly media monitoring is in the industry and are they really necessary?

I start researching about it and eventually, I come to the conclusion that benefits of media monitoring are unexpectable and unpredictable. Here are the few key points that I have concluded:

First of all, we have to understand that by the term 'media monitoring' means monitoring the media which is formed by print, electronic, and new media nowadays while World Wide Web is known as one of the most powerful media of today because it simply represents the infinite. easily accessible. information.

The most basic format of media monitoring is of course to search any information or exposure of your company's name. The purpose of this includes to check whether events that you organized was publicized, any positive or negative testimonials are done publicly towards your organization, and how does your organization stands in the market place.

Of course, a PR team can customize it's own objective of media monitoring, then list its relevant keywords for everyone to come back with related results. You may want to concern about what is up with the competitors in the news or any new announcement about the regulations of your industry line today.

Information a.k.a. knowledge. Everyday, there are coverage of new piece of share, opinions, or ideas that one can find in media. As a PR person, one should always be knowledgeable enough to tell his/her profession. Keeping up to date of news is one of the best way. These timely opportunities are always hard to tell and therefore allows new insights of different angle and perspective related to the organization to be gained unexpectedly.

Honestly, I really thought that I understand what media monitoring since my first PR module but not until I did my intern. I would still like to thanks Mawar because in a way it makes me really think about why billions of dollars are spent worldwide each year in media monitoring (Meltwater News, 2008).

Now guess if Miss Vaneetha media monitor her own name? See you guys :)