News Monitoring

News Monitoring

News Monitoring or Media monitoring is basically the analysis, reviewing and categorizing a certain news or article according to the content, public reaction and quality of the particular content. It is basically tracking down what media is saying about your brand and what is the impact of the particular article or content on the viewers. In the era of digitalization, where media is active 24/7 there is a need to monitor the news all the time and give a proper analysis, statically and critically to put forth the reaction of the audience.

In the 19th century when the only medium of communication was printed newspaper articles, people had to sort their article of interest from the entire newspaper to maintain a “clip book”. Actors, businessmen, politicians and other famous people used to buy the entire newspaper to see the ratings of the branding they did and the reviews they got from the audience. In 1885, the first paper clipping agency was established in London named Romieke, where people used to find the very specific article and itinerary they were looking for. The need to buy the entire newspaper for just one clipping was quite out of trend back then.

Soon this turned out to be a profitable business for some. Shopkeeper started sorting the articles, advertisements,etc., categorically so that people could find exactly what they need. As the evolution commenced, the media also grew, technologies entered the world of communication and soon, the business shifted from mere articles to online news and information.

Various agencies came up front with this business idea and succeeded vastly. Famous people such as actors, politicians, corporate offices started hiring these agencies to keep an update of their PR campaigns and marketing strategies, for the news and articles that are published about them and the reaction of the public on their actions.

Three major components required for news monitoring:

1.
Monitoring across all platforms
2.

A comprehensive reviewing and analysis can only be achieved if all the mediums are scanned continuously for the mentions of the specific brand, article or news that is being looked up for. These mediums might include printed articles in newspaper, online websites, blogs and articles, social media and television.

2. Automation and Sophistication

With the use of modern software and technologies, all the tedious and non- strategic tasks can be done by monitoring the vast media. This includes information other than the mentions and competitors,such as auto sentiment toning which means to categorize the content to be whether positive, negative or neutral, proper analysis of content for review and promotion. The latest technologies and artificial intelligence has made this task an easy one.

3.Future Campaigns
A sterling monitoring program makes it easy to analyse and review the data sets and decide the future promotions campaign on the basis of the reviews of the audience.

Importance of News Monitoring

Keeping an eye on the happenings around is very important to rise up in the market.
News monitoring or media monitoring is a way to be updated with all the happenings and information around you.

Reasons why it is important are:

1. Building Of a strong Brand name.

To build up your brand the basic need is recognition. It is important to know the taste of the audience you choose and if they even know your existence. It is very necessary to know what reaction your brand is getting for the promotions and content you are doing. News monitoring helps you analyse your content and tells you what exactly your audience require and how popular your brand is.

2. Maintaining your reputation

Reputation plays a very vital role in the business. A good reputation maintains a good relationship with the partners and customers of the brand. One wrong step and the entire reputation of the brand is gone. For example, CEO of a leading social media site once comment of the economic and social status of a country and lost a lot of traffic due to the statement. News monitoring or media monitoring helps you maintain that relation with your audience which in a way prevents these kind of mistakes that results in loss of reputation.

3. Knowing the Competition and the Industry
As discussed earlier, media monitoring helps in giving a brief idea of the leading brands of the industry and the type of competition a brand would actually face in the market.

4. New Ideas for content

News monitoring helps in providing new ideas for your next article. It tells the missing elements that are required for the promotion of your brand or content which can get you more and more traffic and help you grow.

News Monitoring is the revolution for the betterment and growth of various industries by the analysis of the the content and media. It is growing rapidly since almost all the corporate companies as well as entertainment companies requires agencies like these to monitor their feeds.