Public relations professionals have always used media tracking as part of how they evaluate their coverage for their campaign, event, or crisis communication plan. Whether it is looking at a news paper feature showcasing the CEO and his personality, to a story appearing during a primetime news show, or even a mention on a popular web site.
These are just some of the ways that public relations professionals evaluate how much exposure and presence they got for their client and campaign. However, one of the things that public relations professionals do is monitor and track what issues are prevelant and talked about. There are issues that appear in all types of traditional media outlets (ex. newspapers, television shows, radio, etc.) however, what about the social media? One of the things that social media has done is to allow people to become their own medium, and bypassing some of the gatekeepers in the media that set their own agenda and promote stories that are only relevant to them.
For social media, there are many ways to look at what are the most popular issues and topics that people are talking about online. For example, public relations professionals can use Tinker, which allows individuals to track and monitor trends that they are interested in. This is a very useful source in so many ways for PR – this is a one-stop shop for conducting an virtual environmental scan of what issues are being discussed, and which ones are relevant to their corporation. Plus, this also gives the PR professional a strategic advantage to know who to contact about their client / campaign, and who might be interested in being a third-party endorser. Tinker is a great resource, and I am sure that it will be used for PR professionals conducting social media campaigns.
Hope you all are having a great day!
Best Wishes,
Karen
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