Public relations isn’t all pitching, pitching, pitching. It’s equal parts monitoring.

Why does media monitoring matter?

First and foremost, to take notice of when our clients shine in the media. (We like to thank reporters who turn out great stories.) Secondly, media monitoring is important for discovering new opportunities for more pitches. We don’t want to pitch a reaction piece to a story people were talking about last week. And we don’t want to limit ourselves to traditional media outlets.

Today, media is more than print, TV and radio.

Not only are newspapers and TV and radio stations updating websites 24/7, there are blogs, e-newsletters and social media platforms to monitor, too. So here are a few do’s and don’ts of media monitoring from the Gavin PR pros.

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Do Create a Social Plan. Who do you want to reach? What type of reaction do you expect? PR encourages building relationships, not just with media outlets, but also with the community, the nation, the world. Your plan could be as simple as sharing your brand’s work with influential community members to spark a conversation.

Don’t Stretch Yourself Too Thin. Keep your monitoring to a manageable and relatable size: There isn’t a need to be everywhere, especially if it doesn’t correlate with the work of your company.

Do Dig. The best stuff won’t be sitting on top of the pile; you are going to need to research your own brand and the media outlets’ expectations. Your brand’s work might not be (and likely won’t be) front-page-worthy every day.

Don’t Forget to Monitor Your Channels. It can be so easy to fall into a rut when it comes to media monitoring. Create a list of publications, influencers and media outlets that you will check every day to check for your brand’s work. This list will help to keep you accountable. And remember: Google Alerts aren’t always accurate.

Do Respond to the Public’s Comments. Social media outlets give you and your business the opportunity to communicate with the public directly – so use it! Whether the public notes praise or criticism, be sure to address comments thoughtfully, so that others may learn more about your company.

Don’t Be Late. Keep in mind that we live in the world of a 24-hour news cycle. It is key that you are up-to-date on the latest happenings in your industry today, not yesterday.

Keeping an eye on all media channels (and social media platforms) on a daily basis might seem daunting when you’re devoting your time to managing your business. That’s why we’re here. We can help you to develop a media monitoring strategy, stick to your goals and increase brand awareness. Talk to Gavin. We provide media monitoring and public relations in the York, Harrisburg, Lancaster, Philadelphia and Baltimore areas and beyond.