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Monitoring Library

Media Monitoring News Archives

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Media Monitoring News
CyberAlert CyberAlert CyberAlert CyberAlert
 Professional Education Service  
      •        September 2008
Articles This Issue

Questions to Ask When Choosing a Media Monitoring Service

With communications professionals under unrelenting pressure to show return on investment, an effective media monitoring service is critical to PR and marketing success.

With budgets strained, the temptation may be to seek out the service that appears to be the least expensive. As with many products, however, what appears inexpensive on the surface may have hidden costs.

Given the various monitoring approaches and companies out there, how do you sift between all the promotional claims and find the one that's right for you?

There are three key questions to ask yourself before contacting media monitoring services — and six crucial queries to ask salespersons as you go through the process of searching for and evaluating media monitoring services.

> Full Article

Measuring Public Relations: The Debate Goes On

Measuring the value of what we do takes on greater importance in challenging economic times.

Not too many years ago, a file full of clips or TV airchecks was enough to keep most bosses happy. That simple metric isn't enough any more. There's a constant debate over what we should expect public relations to deliver. Better reputation? Higher sales? And how do you connect the dots from the coverage you achieve to the end results?

A number of recent articles and studies explore these thorny measurement issues in some depth.

In an article for Bulldog Reporter entitled "Pinpointing Your Measurement Needs: Evaluating the "Value" to Your Company", David S. Chartock examines a wide variety of valuation systems for public relations measurement.

The Institute for Public Relations paper "Using Public Relations Results to Drive Business Results" examines how organizations have used PR measurement systems to demonstrate the business outcomes of their efforts. The paper was written by three divas in PR measurement: Katie Paine of Katie Paine & Partners, Pauline Draper of Millward Brown Precis, and Angela Jeffrey of Video Monitoring Service (VMS).

USC Annenberg School of Communication has undertaken a continuing and intensive study of PR measurement in its PR GAP (Generally Accepted Practices) Study V in 2007.

In his blog, metricsman examines Ad Equivalancy Measurement in PR, asking: "Why do we want to compare our results to those of an ad. And answering: "Because it is a path of least resistance to calculating ROI, flawed as it is. Many people obviously believe a poor metric for ROI is better than none at all."

Controversy abounds on the subject of measuring exposure in blogs and social media such as message boards, forums, and online services such as Facebook.

In "Sorting Out Social Media Measurement", Nathan Gilliat defines four different applications of social media measurement including monitoring online audiences, tracking social media content, pr measurement and market research.

In "New un-standard for social media measurement", Katie Paine contends that "it's the conversation, stupid" and expounds on how to approach measurement of that conversation in social media.

In an earlier paper Katie Paine lays out the basics of "How to Measure Social Media Relations".

In his blog Web Strategist, Jeremiah Owyang, an analyst with Forrester Research, provides insight into capitalizing on social media including posts such as "Why Your Social Media Plan Should Have Success Metrics".

For those who want a truly deep dive into PR measurement, full-fledged analysis can be found in four recent books: And, to help you keep current on controversies and evolving approaches to social media measurement, here's a list of bloggers on social media analysis.

Finally, a brief promo: ClipMetrics, the media measurement service from CyberAlert offers a low-cost online dashboard to automatically measure media mentions and PR success.

2009 PR Grants Available for Not-for-Profit Organizations

For the sixth consecutive year, CyberAlert, Inc. (www.cyberalert.com) the online media monitoring company, will award a minimum of 15 public relations grants to not-for-profit organizations. Each grant consists of one full year of free news monitoring / press clipping services, ranging in value from $2,700 to $3,900. In the previous five years, CyberAlert has awarded 102 grants to not-for-profit organizations, including 29 grants in 2008, with a aggregated value of over $275,000. Here's the list of 2008 grant recipients.

All not-for-profit, educational and charitable organizations in the United States and Canada are eligible to apply for the grants, except previous grant recipients. CyberAlert is accepting grant applications until December 31 and will announce the grant recipients in January. More information and a simple and secure grant application is available online at https://secure.cyberalert.com/grantsX.html.

Guide to Handling a Blog Crisis

Crisis communications used to mean figuring out how to handle print and TV reporters when a problem surfaced. Now, the source of the crisis may be the blogger with the laptop sitting in the front row while your CEO is giving a speech.

In a remarkably short time, blogs have become a pervasive part of the communications mix and have become remarkably influential in shaping a corporate reputation.

As a result, monitoring blogs and bloggers has become a "must do" for PR and marketing.

Blog monitoring requires a comprehensive, timely monitoring approach because a) you never can predict where or when a damaging story will originate and b) what bloggers write can spread rapidly on the Internet, quickly distorting your company's position on a product or issue.

In Five Steps for Recovering from an Online Reputation Crisis, Andy Beal of Marketing Pilgrim prescribes common sense approaches to manage issues emanating from the blogsphere. Step one is "respond from the top". Step two is "admit mistakes".

Rohit Bhargava of Olgilvy describes How To Manage a Blog Crisis like a Pro.

The same article also lists six tools to help you keep track of what's happening out on the blogosphere. If you use free online services such as Technorati or BlogPulse or Google Blogsearch or Trendpedia to monitor blogs, it's imperative that you search each of your key words in each of the services every day since no one service covers all blogs. And you'll probably want to set up some sort of database or document management system to store and manage key blog clips.

Or you can use a subscription service such as BlogSquirrel, which monitors just about the entire blogosphere automatically and delivers each day all new posts that contain your key words.

Final Tip: When responding to a blog crisis, it's best to post only in the place(s) where the criticism was published, thereby avoiding the trap of giving greater reach to the critical posts.

And as a post-script: If you're thinking about starting a blog for your organization, first read B.L. Ochman's "10 Reasons Your Company Shouldn't Blog". Reason #3: "You need original content. The blogosphere is too much of an echo chamber already. What can you add that's original? Or significantly better than anything else in your niche."

blogsquirrel

Pew Survey: New Categories of News Consumers

Meet the "net-newsers" and the "integrators" — new categories of news consumers identified by the Pew Research Center in its latest survey of Americans' news consumption habits.

The "net-newsers" are affluent, well-educated, younger and more technically oriented. They get most all their news from Internet-based news sources during the daylight hours with a strong interest in tech news. They now comprise 13% of the news-consuming public.

For more than a decade now, the audiences for most traditional news sources have steadily declined, as the number of people getting news online has surged.

Since 2006, the proportion of Americans who say they get news online at least three days a week has increased from 31% to 37%. About as many people now say they go online for news regularly (at least three days a week) as say they regularly watch cable news (39%); substantially more people regularly get news online than regularly watch one of the nightly network news broadcasts (37% vs. 29%). Since 2006, daily online news use has increased by about a third, from 18% to 25%.

Like the "net-newsers", the "integrators" are affluent and highly educated. But they obtain their news from a mix of traditional media and online sources. The Pew data identified 23% of those polled to be in the "integrator" category.

Their news consumption demonstrates two somewhat conflicting trends-the increasing importance of Internet news coupled with the fact that some traditional media-particularly television-still play an important role in today's communications landscape.

Television is still the chief source of news for 46% of the American public. This TV-dependent group was the oldest in the study with a median age of 52 and it was less affluent than groups like the "integrators."

The Pew data was less promising for newspapers. Only 34% told Pew they had read a newspaper the day before. That was down more than 15% from the 40% who read a newspaper just two years before.

And Pew had one frightening fact for those who pay close attention to the news business: one-third of people under the age of 25 said they consumed no news on a typical day.

Take home message: distribution of news releases into Internet news channels and sources is as important as distribution into traditional media, especially on technology topics.

Save Now on Media Monitoring Services: CyberAlert Promotion

CyberAlert is offering new and existing customers a special end of year discount: buy one and get 50% off any other media monitoring service. Anyone ordering CyberAlert 5.0 online news monitoring service will receive 50% off any additional media monitoring service including CyberAlert TV, Netpinions, BlogSquirrel, and CyberAlert VDO. There are additional discounts when ordering three or more services together. Try all the services for 14-days at absolutely no cost and no credit card required or call 800-461-7353 for more information and a price quote.


Job Openings: PR and Marketing

The listing for this issue includes 14 PR job openings and 12 marketing positions - with detailed job descriptions for each. Readers are invited to submit job postings to jobpostings@cyberalert.com.

Public Relations Positions
Manager, Marketing & Public Relations - CyberAlert Inc.
Manager, Public Relations - Beam Global Spirits & Wine
VP, Communications and Public Relations - Democracy, Data & Communications
Development Communications Coordinator - NYU Langone Medical Center
Account Coordinator - Preferred Public Relations & Marketing
Account Executive - GolinHarris
Media Relations Specialist - Massachusetts Institute of Technology
Senior Public Relations Manager - Restaurant.com
Public Relations Coordinator - The Schwan Food Company
Sr. Publicist, Public Relations - Disney
Public Relations Specialist - Wiley Rein LLP
Account Executive - Atomic PR
PR Manager, Consumer PR - Zillow.com
VP Communications - American Express

Marketing Positions
Manager, Marketing & Public Relations - CyberAlert Inc.
Vice President of Marketing - Lexcirca Legal Services
Marketing Communications Manager - EyeWonder
Vice President Marketing - EyeWonderVP Marketing - My Choice Medical
Electronic Direct Marketing Manager - Direct Alliance Corporation
Director Global Brand Marketing - HomeAway.com
Marketing Associate - Innosight LLC
Advertising & Marketing Copywriter - Crain Communications
Marketing Manager - Mercola.com
Marketing Associate - Informa Investment Solutions Inc
Marketing Manager - First American
Market Research Analyst/Project Manager - Smiths Medical
Marketing Specialist - Timberland

Best of Previous Issues


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