This Month in Media Monitoring newsletter is distributed free of charge by CyberAlert, Inc. (www.cyberalert.com), the media monitoring company, as a service to its customer base in public relations and marketing.
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Monthly newsletter (Current Issue) free to anyone interested in the latest news about Media Monitoring and Measurement. Information you provide is strictly confidential. We won't rent or sell your information.
Monitoring Library
Media Monitoring News Archives
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Media Monitoring NewsThis Month in Media Monitoring
Crisis Communications: Desktop ReferenceLevick Communications published the must-read 106-page Desktop Reference on Crisis Communications for corporate board members, executives and PR counsel. The document analyzes best practices and latest strategies for disseminating company policy across a broad spectrum of 23 separate issues to a wide array of audiences. Importantly, the document provides guidance on what to do in the first moments of crisis or a major media issue. Daily Newspaper Reading (Print or Online) Down to Two in FiveAccording to the findings of a new Adweek Media/Harris Poll published in MediaPost, of 2,136 U.S. adults surveyed online between December 14 and 16, 2009 by Harris Interactive, the era of Americans reading a daily newspaper each and every day is coming to an end. Just two in five U.S. adults (43%) say they read a daily newspaper, either online or in print almost every day. Just over seven in ten Americans (72%) say they read one at least once a week while 81% read a daily newspaper at least once a month. One in ten adults (10%) say they never read a daily newspaper. Pepsi's Social Media Campaign: 5 questions with PepsiCo's Frank CooperPepsi's decision to forego Super Bowl advertising and put that money into social media was one of January's hottest media stories. Jesse Stanchak of the SmartBlog on Social Media interviews Frank Cooper of PepsiCo on the goals of the project, the engagement strategy, and the measurement methods Pepsi plans to use. Cooper said: "First and foremost we're focused on relationships. We are building more relationships and we have more points of contact with our consumers. That's a positive thing. We can measure that." Protecting Corporate ReputationIn an interview on BulletProof, the blog on crisis communication, Keith Schilling and Simon Smith of Schillings, one of Britain's top law firms expound on the use of legal action to protect corporate reputation on the Internet. Their core advice — equally applicable in the US and UK: most threats should be ignored. It does more harm than good to try to counter all of them in court. The legal experts explain: "There are five factors to consider when assessing the level of risk and whether to take action: the credibility of the maker of the allegations; the audience that the initial publication enjoys; a judgment on the likelihood that the material will spread virally online and reach the mainstream media; and, of course, the type of information — or how serious an allegation is being made — and the public's appetite for that sort of information at the time. The point is, they say, that "the legal sledgehammer has to be used judiciously, and only against threats which genuinely merit it. Sometimes, the implicit threat of the legal sanction is often more effective for the purposes of persuasion than the actual sanction itself, and allows for effective low key persuasion." In other words, in most cases persuasion trumps legal action.
New Paradigm for Media Analysis: Weighted Media CostA new study from the Institute of Public Relations in Weighted Media Cost examines the controversy over using Advertising Value Equivalency (AVE) as a tool to measure public relations success. The paper examines the many shortcomings of AVE and describes recent studies on using the cost of media space and time to provide a useful evaluation of the news medium itself in which a story resides. The paper offers "Weighted Media Cost," as a possible new metric for PR measurement. Top PR Blunders of 2009Francisco's Fineman PR of San Francisco assembled its 15th Annual Top 10 PR Blunders List, including the Air Force's low altitude fly-by of New York City to take presentation photos of Air Force 1; Goldman Sach's CEO Lloyd Blankfein claimed the company was "doing God's work."; United Airline's unwillingness to acknowledge responsibility in damage to muscian Dave Carroll's guitar resulting in the musical critique in a YouTube video (United Breaks Guitars) with over 3 million views in two weeks; Domino's Pizza slow reaction to YouTube video of employees fouling food; and seven more. Social Media Monitoring, the BasicsAn eM+C article details the six keys to social media monitoring including monitoring "engagement" not page views, getting to know the monitoring tools available, and measure sites for shifts in brand popularity. (Editor's Note: CyberAlert offers media monitoring tools including BlogSquirrel and Netpinions and offers a 14-day f*r*e*e trial of social media monitoring tools.) No Pain, No Gain: Lessons Learned From My Year With TwitterOn the Buzz Bin, Jenn Riggle offers tips and tricks (and real insight) on how to succeed on the Twitter social network. Is Someone Mocking You on Twitter?On Ragan.com, Richard Laermer (the PR Junkie) offers sound advice on what to do if someone on Twitter is muddying your reputation.
What Social Media Can't DoIn AdAge, the tart-tongued social media critic and consultant B.L. Ochman gives fair warning on 10 important things that social media campaigns can NOT achieve. Point 10: Cannot replace PR. 13 Types of Social Media Posts that Get Lots of CommentsLooking to generate content ideas for your blog — or to develop some viral content? ProBlogger describes 13 different types of posts that were most common in generating responses. He includes links to examples. 20 Metrics To Effectively Track Social Media CampaignsSocial media can positively affect almost all aspects of your business. It can generate increased brand awareness, traffic, leads, sales, subscribers, and more followers on social media sites. It also improves search rankings as a successful campaign attracts backlinks and mentions in content. In SearchEngineLand (a terrific daily newsletter), Chris Bennett explains his list of metrics to track and prove ROI when analyzing his own or client sites. Social Media Checklist for Small and Medium Size BusinessesIt's not just big companies that can benefit from using social media for promotion and customer education. In ClickZ, Heidi Cohen provides a thorough tutorial on ways small and medium size businesses can leverage the dynamic social media environment. The article includes nine questions to help you think about your business in ways that enable you to maximize your social media marketing efforts, seven tips to extend social media marketing efforts, and methods to measure the results of social media marketing and PR efforts.
PR Meetings, Seminars, White PapersThe Ragan Recognition Awards deadline has been extended to February 12, 2010. See their website for more information and the registration form: https://store.ragan.com/ProductDetails.asp?product=YZRA&listshow=Awards&catid=FDE7CC735A4E474494D906E5C294DDDF&grfr=Yes Debunking the Myths about B-to-B Social Media Marketing webinar, sponsored by Schwartz Communications, will be held on February 10 starting at 12 pm Eastern time. See their website for registration information: http://video.webcasts.com/events/pmny001/viewer/index.jsp?eventid=33569&adid=PRNL The Inside Scoop for a PR & Marketing Strategy webinar, sponsored by PR Web and Vocus, will be held on February 11 starting at 12 pm Eastern time. See their website for registration information: https://event.on24.com/eventRegistration/EventLobbyServlet?target=registration.jsp&eventid=191355&sessionid=1&key=B250613306BA2E03F2F84343387BB6E5&partnerref=pmlt&sourcepage=register How social media and Web 2.0 tactics fuel Cisco's online community, a case study webinar, will be held on February 16 starting at 2pm Central time. See their website for registration information: https://store.ragan.com/ProductDetails.asp?product=Y0TC06&listshow=Webinars&catid=FB9AE2D34AB9403EAEFAFD67FBA5530B&grfr=Yes Pitch Online Influences Without Getting Flamed, sponsored by PRSA, will be held on February 18 at 3pm Eastern time and will last for one hour. See their website for registration information: http://www.prsa.org/Learning/Seminars/view/593/Building_Relationships_With_the_Digerati How to Effectively Communicate Your CSR and Green Initiatives webinar, sponsored by PR News, will be held on February 18 at 1:30 pm Eastern. See their website for registration information: http://www.prnewsonline.com/webinars/CSR021810.html Customer-Generated Advertising: Leverage Customer Creativity to Build Grassroots Campaigns teleseminar, sponsored by PRSA, will be held on March 2 at 2pm Eastern time. See their website for registration information: http://www.prsa.org/Learning/Seminars/view/543/Customer-Generated_Advertising The 2010 Media Relations Best Practices Summit, sponsored by Ragan Communications and PRSA and hosted by ConEdison, will be held March 2 and 3 in New York City. See their website for registration information: https://store.ragan.com/ProductDetails.asp?product=Y0M0NY&listshow=Conferences&catid=2ED70BB224CD4C98A1F9FA27EA225E6B&grfr=Yes How to deal with the media in a crisis — and fast webinar, sponsored by Ragan Communications, will be held March 9 starting at 2pm Central. See their website for registration information: https://store.ragan.com/ProductDetails.asp?product=Y0TC07&listshow=Webinars&catid=FB9AE2D34AB9403EAEFAFD67FBA5530B&grfr=Yes IABC Strategic Communication Seminar, sponsored by IABC, will be held in Chicago, IL, on March 12. See their website for registration information: http://www.iabc.com/education/sec/index.htm Social Media and New Media PR Boot Camp, sponsored by PRSA, will be held March 24 and 25 in New York. See their website for registration information: http://www.prsa.org/Learning/Seminars/view/589/Social_Media_and_New_Media_PR_Boot_Camp Health Academy Conference, Effective Communication in an Era of Health Care Transformation: Practical Strategies to Navigate Change, sponsored by PRSA, will be in Chicago, IL, from April 14 through 16. See their website for registration information: http://www.prsa.org/Network/Communities/HealthAcademy/Learning/Conference Corporate Communicators Conference, sponsored by Ragan Communications and General Motors, will be held May 5 through 7 in Detroit, MI. See their website for registration information: https://store.ragan.com/ProductDetails.asp?product=Y0C0DT&listshow=Conferences&catid=2ED70BB224CD4C98A1F9FA27EA225E6B&grfr=Yes Learn From Digital Influencers conference, sponsored by PRSA, will be held in New York City May 6 and 7. See their website for registration information: http://www.prsa.org/Conferences/DigitalImpact Content Copyright Compliance, a teleseminar sponsored by PRSA, will begin on June 22 at 3pm Eastern time and last for one hour. See their website for registration information: http://www.prsa.org/Learning/Seminars/view/396/Content_Copyright_Compliance
PR & Marketing Job Openings
Best of Previous IssuesFree and Low-Cost News Release Distribution ServicesQuestions to Ask When Choosing a Media Monitoring Service Viral Video for PR: Guidelines for Success Guide to Handling a Blog Crisis Corporate Blogging: Lessons, Opportunities & Pitfalls The Biggest Mistakes in Crisis Communications Press Releases to Drive Web Site Traffic
Today's Best Media Monitoring ValueNo per clip fees. No annual contract required. Get Better Results Than Doing It Yourself — And Rid Yourself of a Tiresome Chore. 
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