Five industries that cannot go without media monitoring

Among the many benefits that media monitoring services provide clients, for some industries, these tools have become a necessity.

But which industries have found they cannot live without it? Let's look at five that definitely fit the description:

1. Public relations and communications

The PR and communications industry has a very important job of ensuring their clients are reflected well in the media. This means that a public relations practitioner needs to keep an eye on their client’s reputation and whether consumers have a good perception of it or not.

By using a media monitoring service, PR pros can assess these factors and improve their communication strategies.

Conducting a sentiment analysis helps identify whether the media coverage a brand received was positive, negative or neutral — this indicates if a customer views the brand in a good or bad light.

What is more, these services also enable PR professionals to track their campaign’s performance.

2. Marketing and advertising

Marketers and advertisers need to get a brand’s message ‘out there’. But how can they prove that they are truly achieving what they are working towards? With sufficient data, of course!

Media analysis, coupled with the information gathered from media monitoring, means that marketers can not only see the impact of their marketing efforts, but they can also see the effect it had on the consumer journey.

Did the right people engage with your content? Did it generate conversation? How did these individuals consume the content?

But that isn’t the only thing that marketers can learn through the data collected with these tools. A competitor analysis can also be conducted to compare how the client’s brand measures up to the opposition.

3. Government agencies

Government agencies also have to maintain a strong (and positive) reputation just like PR agencies uphold for their clients. The reason for this is because they are politically and socially connected, which exposes them to public opinion and criticism more often than other industries.

Government departments use media monitoring to:

• measure communication strategies
• conduct sentiment analysis, and
• identify the key messages in earned media.

4. Charities and NGOs

Charity organisations, nonprofits and non-governmental organisations benefit from the insights and data gathered through media monitoring.

Most notably, they can use this information to increase awareness for their cause by building their communication strategies around trending issues.

Nonprofits can use the insight that they gain from media monitoring to increase awareness by centering their marketing efforts and content on key trends and issues.

It also provides these individuals with information about who is supporting their campaigns, if they are reaching the right audience and conveying the message they intend to.

5. Retail brands

Whether it comes to brands that sell consumer goods or apparel, there are many benefits of these businesses using media monitoring.

One of the main advantages of using these services is that these brands are able to prove the return on investment, both for investors and to verify their marketing expenses.

On top of that, staying clued into what your customers are saying helps these brands to improve the customer journey and experience. This is possible through brand tracking and sentiment analysis.

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