Media monitoring and evaluation
Monitoring without evaluation is an expensive cuttings archive. It becomes useful when it shows whether your key messages are actually making it into articles, how you stand against competitors, and when a mention appears that needs a response sooner than next week.
What we deliver
- Setting up monitoring: keywords, sources, competitors
- Alerts on important or sensitive mentions as they appear
- Assessment of tonality, reach and presence of key messages
- Share of voice against selected competitors
- Tracking branded search during campaign periods
- A regular report with recommendations for what to communicate next
Who delivers it within the group
This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.
The alert should arrive before the phone call
A sensitive mention a company hears about from a customer or a journalist already has a head start of several hours. That is enough for it to be picked up elsewhere, and the response then reads as defence rather than explanation.
So monitoring runs at two speeds: a regular report for the overview, and an immediate alert for what cannot wait. The second part is what makes monitoring worth paying for.
A mention is not the same as a message
A company can appear in thirty articles and in none of them say what it meant to. So the number of mentions alone says nothing — what matters is how many carried the key message, and in what context.
So the report also covers what did not work: topics the media did not pick up, and phrasings that got lost on the way. That is a better basis for next time than a chart of placement counts.
Frequently asked
- Does monitoring cover social media and forums?
- Yes, and with sensitive subjects that is usually where it starts, before the media. It is also the noisiest part, so the setup gets tuned over the first month — otherwise the reports fill up with mentions that have nothing to do with the company.
- Is PR return on investment measured from monitoring?
- Not directly, and nobody serious claims otherwise. What can be evidenced is how share of voice, tonality and branded search move over time. Advertising value equivalent, often offered alongside monitoring, we deliberately avoid — it is a figure that can be inflated and corresponds to nothing real.
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