Why Small and Medium Sized Businesses Should
As the owner or an employee of a small- to medium-sized business, you might have never thought about media monitoring. Maybe you are not even sure what exactly is meant by this and have thus ignored it so far. But you should take some time to get acquainted with the concept of media monitoring. For companies of every size, it is a crucial tool for market success. When you monitor the media, you basically look for all the information that is beeing published about your company in different media formats like newspapers and magazines. But what is the benefit you get from this search process? Do you only end up with a waggon load of data or can this scanning give your company the cutting edge?The answer is yes, it can. It is not something only big firms with large public relation staffs do benefit from, but every organisation or company. It can accomplish a variety of tasks including
- control how and how often your company is being portrayed in public
- follow-up any PR-activities you might have launched
- examine how your competitor’s media-image looks like
- discover new trends in your specific profession and
- analyse market developments.
These aspects are relevant for companies of every size. Imagine you are a small company producing a certain product, for example computer hardware components. You think media monitoring does not apply to you because you produce your goods locally and do not compete with “global players” who spend millions on their media campaigns?Well, in this case, size does not matter. It is still important how the people living in the community where you are located react to your business. It is still important that you are among the first who catches a new trend concerning your product range – or otherwise another small enterprise may come up with the innovation that you could also have produced. These are only two small examples that show why media monitoring is so important.If you are opposed to media monitoring because your company only has a small budget for public relations, think twice. Especially if you only have a small amount of money at hand to promote your company, it is essential to follow up every PR activity to make sure that money is well-invested.For media monitoring, a simple concept applies: only when you know what is going on you can react accordingly. So do not only go through your local or regional newspaper and expert publications, but broaden your horizons. Filter the internet for information about your trade and company. With the help of search engines, hundreds of websites, online-publications and databases can be sorted through. There are also professional monitors how can do this job for you. In any case, media monitoring is worth the effort – regardless of your company’s size.
About The Author
Kathrin Koehler works as PR consultant for the company activemeta.net, specialised in media monitoring and – analysis services. For more information, go to www.activemeta.net or email to koehler@activemeta.net.
Previous Articles Highlighter:
A PR Surprise For Managers (1)
Yes, as a manager, it may surprise you that a workable public relations blueprint like this one will help you persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary.
What To Ask Before You Hire Security Services For Your Buisness (2)
CunninghamC&M Consulting ServicesALL RIGHTS RESERVED WORLDWIDEPublishing Guidelines: You are welcome to publish this article in its entirety, electronically, or in print, free of charge, as long as you include my full signature file for Ezine’s.
Trading For A Living Part 1 (3)
Next you must consider how much trading capital you need. This is the money actually facilitate trading, in other words your account balance for trading margin, and the money you will be spending on data feeds, software, and internet access.
Taking The Guesswork Out Of Finding A Good Auto Technician By ARA Content (4)
(There are also exams for collision repair technicians, damage estimators, parts specialists and others.)ASE certification is not for life. ASE requires technicians to re-test every five years to keep up with technology and to remain certified.
Why “Good Enough” Isnt (5)
A mediocre attitude will result in mediocre products, which ultimately benefits nobody. That is why I maintain that "good enough" just isn't good enough. People need to take pride in their work, and companies need to strive for excellence.
Closing The Deal By Kevin Schappell (6)
Also window etching, extended warranties and accent packages are highly overpriced and sometimes useless.Now would also be a good time to inspect the vehicle one last time. Check for paint blemishes, how much gas is in the car (some dealers will actually empty the tank leaving you just enough gas to get to the closest station) and that it is the exact model you test drove.Now sign the papers and drive home in your new car.
How To Turn Business Losses Into Cash Flow (7)
Even that income tax return should be lodged as early as possible after the tax year ends, rather than being left to be filed with other taxpaying business owners, so the income tax refund is received soon rather than later.Christopher Raynal is the Director of Master Accountants Group Limited, a tax and management consultancy based in Auckland, New Zealand.
What Is Optimum Performance (8)
It is natural to grow and become more, when we do what we love and what we want. Optimum performance is about doing the 'right things' really well. You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included.
Negotiating Rates With Your Credit Card Company (9)
Practice, practice and practice some more with your script until you are completely and totally used to it. Once you are, contact the company. Read your script and see what happens.If you get a hard nose customer service representative then don’t threaten her.
How To Walk The Floor And Talk To Customers (10)
Feed Back The Ideas Make sure you feed back comments to your team. Remember, praise in public, reprimand in private. Your team will be interested in your comment.
Become A Customer EnthusiasmGuru (11)
Following are a few quick steps you can take to focus on your customer in everything you do:1. Evaluate your customer base. Who are your best customers and why?
Yesterday’s Project Manager Is Today’s Project Engineer (12)
The rapid growth of technology, greater exposure to knowledge, higher levels of awareness are making the young project engineer act more and more like a project manager. What I mean is, todays project engineers are actively supervising new graduates, setting and monitoring schedules & budgets, interacting with clients and so on.
What You Must Know When Marketing Your Business (13)
Why would they buy from me? How do we keep visible?WAYS TO INCREASE BUSINESS Time in the business Referrals Up sell Visibility Check beliefs - do you believe you deserve to succeed?
Characteristics Of High Performance Teams (14)
We grouped characteristics into eight categories as indicated on the graphic below.Participative LeadershipAligned On Purpose And VisionTask FocusedShared ResponsibilityInnovativeProblem SolvingStrong CommunicationResponsiveSelf MonitoringSee if your team shares characteristics of High Performance Teams.
How Your Auto Insurance Rates Are Determined By A. Chris Tijerina (15)
If you have one car and three drivers you will pay more because that car will get used alot more than if you had only 1 driver and 1 car.
The 21st Century Way To Build Equity (16)
Once you've tried this equity acceleration program (EAP) for yourself, you'll realize its value.With more available choices, creating enjoyable lifestyles and looking out for your family's financial well being is easier today than it ever has been.
Why Choose A Bad Credit Personal Loan (17)
One of the reasons for choosing a Bad Credit Personal Loan is that it is a loan specifically designed for the many people with a bad credit rating. However created, your past record of CCJ’s (County Court Judgements), mortgage or other loan arrears can live on to deny you access to finance that other people regard as normal.
Want To Loosen Uncle Sam’s Grip On Your Wallet (18)
If you have losses exceeding $3,000, you can carry them forward and apply them to next year's taxes.Be Smart about Higher Education CostsThe Taxpayer Relief Act of 1997 created a number of tax-advantaged ways to pay for college.
Can You Really Improve Your Organisation Skills (19)
They also plan out their day ahead of time. These habits can be learned by anyone.""Improving your organisation skills is teachable and there are hundreds of tools to help you achieve that end.
Who Is Running Your Business (20)
You need to take charge of running your business.People want to do business with busy people. Now is the time to become busy. It is important to "couch" your time with a busy-person attitude, even with an empty plan book.
Newer Articles Highlighter:
The Rules Of SEO And Content (1)
The most critical element for good web content management is that all the copy be original and fresh. One of the more unethical practices was copying the existing content from a website that had an outstanding ranking.
Copywriting Tip: How To Infuriate Your Readers, Easily And Effortlessly (2)
Example 3: One copywriter's home page sneers, "You think you can write your own copy? No way." And a web designer's email advertisement warned, "If you are like so many other coaches you need every last cent to build your business and keep food on the table." Okay, we want to target a target market's pain.
Sales Letter Subhead And Prehead (3)
As a marketer, make sure that your subhead and prehead lines should sound as if you were speaking to a reader who is just across the table from you. Indeed, if you want your message to be understood by your target audience, you do not want to bombard them with one huge and lengthy concept or notion all at once.
Keep Your Sales Letters Simple (4)
Also, it is imperative that your sales copy contains facts and not exaggerated claims. Nothing can make people more distrustful than claims or promises that you cannot really deliver.
The Sales Letter Call To Action, Why It's Necessary (5)
What made you apply for a subscription in a women's health magazine even if you are male? But simply hearing or reading the word "buy now" is not enough to convince someone to purchase anything, especially one who is skeptical or undecided.
Affiliate Marketing - Create Passive Income With Affiliate Products And Services (6)
We now have the benefit of social networking to make everything we do on the internet faster, easier, and more personal. I like to include some personal information when I am on these social media sites, such as Twitter and Facebook, but the rest of the time I am promoting and endorsing affiliate products and services, as well as my own now that I have them.
How To Plan Your Sales Letter Theme (7)
This is a big mistake. Chances are, if you create a quality product or newsletter, it can benefit a number of people. So why not communicate the exact benefits they will derive from subscribing or buying?
How To Write Headlines For Sales Letters (8)
So make sure that you exert time and effort in creating great and attractive headlines. Even in newspapers and magazines, headlines are used to pique the interest of readers.
The Honeymoon Is Over Once You Gain A Publisher For Your Business Book (9)
At first, Robert would rewrite what I wrote, then I would rewrite what he wrote, while Carol improved both of our work. But time grew short, and the last 30,000 words were written by me in a period of about a day and a half with no time for anyone to edit or rewrite them.
Thinking Of A Freelance Writing Career? (10)
The number one priority for running any online or offline business should always be your health to you. Without your health, you will be hard put to work at all and earn an income.
7 Self Publishing Mistakes That Block The Success Of A Self Publshed Author (11)
Topics: How to publish your book, self publishing mistakes, self published author And now I would like to offer you free access to my FREE Self Publishing eKit on book writing, publishing and marketing tips.
Surge Up In Search Engine Rankings Using The Author Resource Box Wisely (12)
To get more mileage out of your resource box, develop multiple versions of your sales pitch and use it on different articles. Test the effectiveness of each resource box by the number of responses you receive.
Article Marketing Essentials- How To Optimize An Article For Maximum Effectiveness (13)
It is possible to engage in article marketing and yet achieve absolutely no linking benefit to your website or weak linking benefit to your website - and its amazing how many people are doing just that.
Setting Up Your Own Website (14)
Directories will gain you backlinks. Backlinks are great because they can directly prompt viewers and readers to your website. Furthermore, you or your ghostwriter can write articles for different article directories.
What's Important When You Look For Quality Reservation Books (15)
Many professionals do not know where to start looking and even if you do not purchase a reservation book from online sites you should at least visit their site to view the many types of reservation books available.
Get Your 2009 Reservation Book Now! (16)
If you don't already have a 2009 Reservation Book, you should rush right out now to get one right away. Guests and clients like to make reservations well in advance of important dates, so you'll need to be ready and have the 2009 Reservation Book on your desk and ready to be used before someone wants to make a reservation.
Where To Find Personalized Reservation Books? (17)
You will need to determine what is vital and what is not if you need to stay within a budget. But no matter what you needs and budget you will be able to find what you need with a little research.
Internet Marketing: Copywriting For A Client-Attracting "About" Page (18)
"Today Georgina works with owners of mutts like Rover, and she also works with owners of problem dogs, show dogs and special needs dogs." This example works if Georgina wants to promote herself as a dog trainer.
Binders For Your Reservation Books (19)
The very nature of a reservation book means that alterations need to be made, often numerous times on the same page. The book is also subjected to continuous handling by different members of the staff and it is easy to understand why these books quickly become worn in appearance.
7 Profitable Things You Get To Do When You Write Your Book (20)
5. Write your book and develop an information empire. Now that you've finished your book, don't stop there. You can create other products from it. Just divide it into chunks, sections and parts.