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Media monitoring – why should it be used?

The uncertainty of tomorrow, which has been with us for more than 1.5 years due to the Covid19 pandemic, has forced the need for constant, often express changes in the way we communicate, promote and do business. The situation is still peculiar – it requires building relationships at a distance and fighting for the audience’s attention in a sea of information dominated practically by one leading topic.

Listen to understand

People are immersed in tens of thousands of media reports every day. How do you reach them with your message? The winners were those who, by observing their audiences, better understood their location and needs, quickly adapted their offer or even changed it completely.

Monitoring media reports allowed brands not only to carry out targeted communication, but also to better predict trends and invest their capital in various business projects.

With digitalisation, PR itself has also evolved, placing emphasis not only on media relations and reputation building, but also on dialogue with direct users. Naturally, the media monitoring market has adapted to these changes, allowing us to gain insights, conduct effective communication and search for communication niches. Based on this knowledge, companies can communicate and promote their services even more effectively, understand the specifics of the industry in which they operate well and draw valuable conclusions.

This also causes constant changes in the process of searching and analysing information and influences the modification and development of new tools used to measure the effectiveness of the implementation of brand strategies.

Use 100% of your potential

By studying media messages, you can find out what audiences are interested in and who is setting the tone of the discussion today. Media materials contain information about clients – who they are, what environments they function in, what needs or problems they have. The timeliness and accuracy of such data is not insignificant.

Depending on how the communication goal is set, brands can use a range of solutions, tools and indicators that best meet their needs and most effectively support their activities. Of course, just as the needs of these entities and individuals will be different, so will the services – different for a large multinational corporation, different for a local brand, foundation, institution or personal brand.

Some of the most popular products are media reviews which are created on the basis of information previously published in the press, social media internet or RTV.

The data the audience receives values the importance of the material using indicators about the size, reach, opinion and strength of the source which the material appeared in, the advertising equivalent or the context in which the brand appeared in the publication.

Make an informed choice

A significant issue in this context is press monitoring licenses which a company providing news reviews must have.

For years, there has been a debate in the industry as to whether media review clients should pay additional fees for access to the content of press releases that are subject to review – the point of contention has been the scope of citation law. The dilemma ended at the turn of the year with a court decision that should now be considered the prevailing standard in the media monitoring market.

Access to the full content of press materials from media monitoring is possible, but on condition of payment of a fee to the owners of rights to the quoted publications.

When choosing a media monitoring company, it is therefore worth making sure that it does not violate the rights of journalists and publishers and that it has a signed agreement with SDiW Repropol. This guarantees full safety in using the work of journalists represented by press publishers, without the risk of possible claims and potential crisis situations for the brand.

PRESS-SERVICE Media Monitoring is one of the entities that signed such an agreement.

“As an industry leader, a press entity that has always conducted its business with great care for the journalistic and publishing environment, we have signed an agreement with SDiW REPROPOL – the only entity on the Polish market that manages the collective copyright of publishers, comments Sebastian Bykowski – CEO, Vice President of PSMM. On the basis of this agreement we were granted a license to monitor press materials – i.e. to reproduce and make them available to media review clients. It is worth noting that such a solution is a market standard in Europe and in the world. Such fees have been in place in many EU countries for a long time, and recent court decisions in Poland also bring such rules to our market.”

Media – both traditional and digital are the most important sphere of communication today. Using media monitoring, you can draw from this vast resource up-to-date and very comprehensive information on the relationship between media and business effectiveness.

Tools play a significant role here allowing to present the results in a transparent way, generate analyses or measure the effectiveness of broadcast media messages. Invaluable help is also provided by media audits, research and quality reports with recommendations by media analysts.


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