Media coverage is the cornerstone of a PR activity’s performance. Media articles/reports are essentially the beating heart of PR results. They are the most visible aspect, and often the easiest to analyse.
Effective monitoring – including analysis of articles appearing in a range of media, such as the press, the internet, TV and radio – is crucial. The value and significance of some indicators vary between articles, but the coverage must be considered as a whole.
The indicators and their order of priority will vary between companies based on their objectives (short or long term), and a pre-existing knowledge of the context and type of information highlighted, among other factors.
For instance, it’s useful to examine the space occupied by the article (1 page, ½ page, etc.), whether the article is dedicated or shared (with other companies), its tone, employee key words, whether the name of the product and/or brand appears in the title, whether it is accompanied by one or more visual(s), etc.
The Augure software also makes it easy to manage offline press coverage supplied from monitoring by an individual or a dedicated press monitoring organisation, enabling the user to integrate it into the overall analysis. The Augure solution is capable of integrating data flows from more than 60 monitoring companies. This may, for instance, make it easier for a company’s head office to keep track of all its media coverage in the local markets where it operates.
Augure can offer online and social media monitoring directly. The Augure tool effectively identifies online articles and posts on social networks that are of interest to you. This can be limited to coverage in which you (or your client) are mentioned, or have a wider scope. For instance, you can undertake competitive intelligence activities, digging into your main competitors: this approach allows you to stay up to date on developments in the market, proposed solutions, subjects on which they speak, and so on. This type of monitoring is not only useful for PR purposes, it’s also helpful more generally in refining your positioning and boosting your impact, particularly in a commercial sense.
The scope of monitoring may be even wider, examining what is said about a subject area in the market where the company operates, of course, and also active monitoring of an area of planned development.
It’s easy for the Augure user to configure their monitoring using a key word system. An unlimited number of key words can be used and they are easy to modify.
In fact, one of the advantages of this approach is the opportunity to quickly and easily tailor and adapt it yourself. You do not have to communicate with an external organisation to request the addition or deletion of a key word – a process that wastes precious time. The time it takes for your request to be considered, which rarely happens immediately, and then to obtain initial results can sometimes have a negative impact, particularly when monitoring is urgently required.
The Augure system is 100% responsive, as the user adapts their search instantly, based on their current needs. This is crucial, for instance, in the case of crisis communications.
This approach is also part of Augure’s DNA as a whole, facilitating a truly agile approach, made-to-measure in every aspect, monitoring included.