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Monitoring Library
Media Monitoring News Archives
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March 2012: Issue 3
With the largest number of articles (17) we've ever selected for one issue, this week's edition of Media Monitoring News carries a wonderful cross-section of outstanding articles on media monitoring, media analysis & measurement, PR pitching and news release distribution, crisis communications, media tours, storytelling and listening, and the art of shipping horses overseas for the Olympics.
Homeland Security Media Monitoring: Analyst's Desktop BinderEpic.orgIf you want to know what and how the Homeland Security Department is monitoring news and social media, it's all in the 39-page Homeland Security Media Monitoring Capability Analyst's Desktop Binder. It's a detailed guide to conducting online monitoring for market intelligence — and a pretty good template for corporations as well. Take a look at the key words being monitored — and you'll understand why privacy advocates blew their tops when the media monitoring program was first revealed. How to Monitor Your Global ReputationiMedia ConnectionHow to Monitor Your Global Reputation suggests using f.re.e do-it-yourself tools to monitor media. DIY media monitoring is time-consuming in one language. Good luck with DIY in multiple languages, requiring language-specific search terms for optimum monitoring. A worldwide news and social media monitoring service such as CyberAlert is almost always more thorough, more accurate and more cost-effective than DIY for global or multi-country media monitoring. Why Social Media Monitoring Is Like FishingSocial Media TodayThe fishing analogy is a bit of a stretch — but Why Social Media Monitoring Is Like Fishing makes a key point. Collecting data to collect data is useless; charts & graphs simply produce data. The key is to gain INSIGHT — and that requires human analysis. (Note: Sport fishermen often end up empty-handed. That's seldom the case with media monitoring.) Think Before You Pay Too Much for Social Media MonitoringSearch Engine JournalMedia monitoring tools range from blessedly affordable (or even f.re.e) to outrageously expensive. Think Before You Pay Too Much for Social Media Monitoring offers concrete suggestions on how you can determine the most cost-effective tool to meet your media monitoring needs. Mark Weiner Dispels Some PR Measurement MythsPR NewsMark Weiner Dispels Some PR Measurement Myths (he of Prime Research) examines some PR's conventional wisdom that is simply wrong. Among those myths: "research must be expensive and sophisticated," "a research and measurement system must work in real-time" and, surprisingly, that "PR can't be measured." See, Say, Feel, Do: Social Media Metrics That MatterFentonThe organizing principle of See, Say, Feel, Do may be too rudimentary for a professional audience, but the white paper Social Media Metrics That Matter offers solid recommendations on how to gear up and implement a social media measurement program. The Anatomy of the Perfect PitchWaxing Unlyrical (Shonali Burke)There may be no "perfect pitch", according to Shonali Burke, in The Anatomy of the Perfect Pitch, but there are pitches that are "very good". Just follow the seven elements of an almost-perfect pitch outlined in this blog post. And when you finish this article, click on the link for 15 Reasons Your Pitches Suck. 60+ F.re.e Press Release Distribution SitesPR in Your Pajamas60+ F.re.e. Press Release Distribution Sites not only lists the sites, it also provides worthwhile data on each site, including the Google Page Rank and Alexa Traffic Rank. It's a deep-dive look at the f.re.e services. Do the f.re.e services work? Vista PR goes an important step further with 60+ F.re.e Press Release Sites Tested — A Detailed Review. Key point: The major commercial services have automatic publishing of their news release in 200+ major news outlets including Market Watch, Forbes and many major newspapers and trade journals. Most of the f.re.e services do not. Suggestion: Use a top-ranked commercial news release distribution service such as Business Wire as the core distribution for all major releases. Then, supplement it with f.re.e services. Only then will you be assured of comprehensive coverage. FYI: CyberAlert, the media monitoring service, maintains an updated list of 100+ F.re.e. and Low-Cost Press Release Distribution Services. Tell It All: Challenging Crisis Communications' RulesPRSA (Public Relations Journal)Leave a hefty block of time to read this 19-page academic analysis of the accepted approaches to crisis communications. Tell It All: Challenging Crisis Communications' Rules by Jo Robertson tests the common assumption that businesses should "get out in front of the story" during a crisis. Conclusion: the consequence of withholding information will be more media coverage, keeping negative information longer in play and raising the odds of reputation damage. With this research paper, accepted wisdom transforms into scientific fact. 
8 Strategies for a Standout Satellite Media TourSynaptic DigitalSatellite media tours are an effective and timesaving method to deliver corporate or brand messages in multiple markets. 8 Strategies for a Standout Satellite Media Tour offers practical advice on the "little things" that neophytes often overlook. Why Marketers Never Learn for Others' Social Media MistakesAdvertising AgeIs it only marketers who never learn? Do horse blinders impair others as well, like PR or customer service? Why Marketers Never Learn for Others' Social Media Mistakes is in part a promotion for a book by author Matthew Yeomans entitled Fail: The 50 Greatest Social Media Screw-Ups — but, more importantly, the articles outlines the five key reasons brands screw up in social media. Read, learn and don't repeat. 7 Tips for Developing a Killer Key Word StrategyClickZKeyword strategy is most often associated with search engine optimization and pay per click advertising, and that's the focus of 7 Tips for Developing a Killer Key Word Strategy. But the same strategies can also be useful in developing the query terms for media monitoring when you're searching for market intelligence beyond mentions of corporate name or brands. A 47-Point Guide for First-Time Webinar SuccessMarketing ProfsA 47-Point Guide for First-Time Webinar Success provides a comprehensive checklist for what to do before, during, and after your presentation to achieve optimal results — whether it's your first or fiftieth webinar. 12 Dos & Don'ts for PR InternsRagan's PR DailyActually 12 Dos and Don't for PR Interns offers good advice for practicing pros as well as interns. And here's a 13th point for both interns and employers: Interns should be paid at least a minimum wage if they are doing productive work that otherwise would be done by an employee. That's a federal regulation. The Executive's Guide to Better ListeningMcKinsey Quarterly"Listen" is an age-old admonition to toddlers and teenagers. Now it's aimed at executives. Strong listening skills can be a critical component in an executive's success. The Executive's Guide to Better Listening explains how to really listen. First rule: show respect. The recommendations apply to everyone in business, not just executives. How Do You Ship a Horse to the Olympics in London?NPRWhat a charming story — and PR coup for FedEx. How Do You Ship a Horse to the Olympics in London relates the details of preparing and shipping 1,000 lb thoroughbreds on specially outfitted planes. FedEx-ing horses over the pond and, in general, catering to the "horse-y set" — the rich horse-y set — is undoubtedly good business for FedEx. Question: what special service does your organization provide to niche customers that can get some digital ink? What Happens to My Gmail Account When I Die?Life HackerWhat Happens to My Gmail Account When I Die? answers a question you probably never thought to ask. Here's another question: Who can get access to my email accounts after my passing and how? Your legal heirs can gain access to the accounts after jumping over some strenuous legal hurdles. Solution #1: Give your password to whomever you want to have access after your passing (but, then of course, they could "peek" while you're still around) and don't give them a password to any account you don't want them to see (though that's not foolproof). Solution #2: Don't store any important or embarrassing information in cloud-based email services. 
PR Meetings, Seminars, White PapersMeeting — SSES New York, sponsored by ClickZ, will be held March 19-23 in New York, NY. Cost to attend is $2,595 if purchased before the first date of the conference. Meeting — The Social Consumer 2012, sponsored by the Business Development Institute, will be held March 22 in New York, NY. Cost to attend is $195. Meeting — 3rd Annual PR and Media Relations Best Practices Summit, sponsored by Ragan Communications, will be held March 28-30 in New York, NY. Cost to attend is $745 for members and $995 for non-members. Meeting — Social Tech 2012 Online, sponsored by MarketingProfs, will be held on March 30. Cost to register is $99. Meeting — Digital Impact Conference, sponsored by PRSA, will be held on April 2-3 in New York City. The cost to attend for members is $999 and the cost for non-member is $1,099. Meeting — Social Media Analytics Summit, sponsored by Attensity, will be held April 17-18 in San Francisco, CA. Cost to attend is $1,795. Meeting — PR Measurement Conference, sponsored by PR News, will be held April 18 in Washington, DC. Cost to attend before is $1,170 before March 16. Meeting — The 2012 Practical PR and Media Relations Conference, sponsored by Ragan Communications, will be held April 19-20 in Austin, TX. The cost to attend for members is $495 and the cost for non-members is $645. Meeting — The School of WOMM 2012, sponsored by WOMMA, will be held May 7-9 in Chicago, IL. Meeting — Word of Mouth: Crash Course, sponsored by WordofMouth.org, will be held May 10 in Austin, TX. Cost to attend is $750. Meeting — FIBEP Broadcast Media Workshop, will be held May 10 in Brussels. Registration information, including cost, will be available in the next few weeks. Meeting — SCIP International Annual Conference and Exhibit, will be held May 14-17 in Philadelphia, PA. Cost to attend is $1,325 for members and $1,675 for non-members. Meeting — Social Media Boot Camp for Corporate Communicatiors, sponsored by Ragan Communications, will be held May 17 in New York, NY. Cost to attend is $495 for members and $645 for non-members. PR & Marketing Job OpeningsThe listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to jobpostings@cyberalert.com. Best of Previous IssuesDetermining Your Media Monitoring NeedsPrint News Monitoring Vs. Online News Monitoring Broadcast Monitoring for TV & Radio News Selecting a Social Media Monitoring Service F.r.e.e & Low-Cost News Release Distribution Services
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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