Media monitoring isn’t new to PR agencies looking to improve campaigns. But they often forget that it can also help find more client coverage. I wouldn’t be surprised if you did too. So why aren’t monitoring platforms used to their full potential?
My guess is you’re probably using them for so many different purposes that you’ve overlooked new uses, like using them to get more coverage.
By monitoring the right keywords, you’ll find new media to cover your current and future campaigns. And the best part is that you’re probably monitoring some of these keywords already, you just don’t know what to look for yet.
But before I go over the type of keywords you should monitor and how to get press coverage by using them, I’ll explain what I mean whenever I talk about monitoring here.
For even more detail than we go into here, check out our free guide to media monitoring for PR agencies.
What is media monitoring?
Monitoring is a broad term, but in this post I’m talking about online media monitoring. Which means tracking certain keywords online to see who mentioned them and what they said.
Whether your keyword was mentioned on social media, YouTube, a blog, or anywhere else, you’ll be able to track it.
To find relevant publications for your client, you have to know what to track. Here are the 4 types of keywords you should monitor to get more press for your clients.
How to get more client press with smart monitoring
Obviously, you should monitor your clients. You’ll see who’s talking about them and what they’re saying. But why does that help you get more press?
Because knowing who covered them also tells you who hasn’t.
Hopefully, you’ve kept a list of the all outlets you’ve reached out to. If certain journalists from your list have neither accepted or rejected your pitch, keep an eye on their publication to help figure out who to follow up with.
Monitoring also helps find new outlets for future campaigns. If there are publications writing about your client without you pitching them first, you’ll find new ones that you weren’t even aware of.
Start building a relationship with the journalist now – send a quick note thanking them for mentioning your client. Then add them to the list of people to contact with your next pitch for that client.
Lastly, you’ll find the most influential outlets talking about them. Like the previous point, this is helpful for future campaigns.
Monitoring competitors will help you find new websites who write about your client’s field.
To find your client’s top competitors, check platforms like Hoovers and Crunchbase (for startups), or just Google it.
Spot the outlets that publish stories about competitors. Find any that haven’t written about your client, but would be a good fit to do so. They’re your next targets to pitch.
Journalists already covering your client’s competitors already know the industry and have an audience that does, too. But you need to make sure you’re pitching something they haven’t already written about. So looking at the kind of stories they’ve done about the competitor can tell you what not to pitch.
For example, if they just published a piece about a certain trend your competitor’s following, they’re not going to write about that same idea again right away. So monitoring can also help you determine which press ideas are newsworthy.
3. Relevant events
Events and conventions are a captive audience interested in your client’s field. While company reps show up to network and sell, bloggers and journalists are there to report the latest news about the industry.
You should know the largest events in your client’s industry, even if they’re not actually attending them. Knowing who’s covering the event tells you who’s covering the industry.
And if you or your client is attending, this lets you see who’ll be there beforehand, so you can pitch your story and try to set up a meeting while there.
The easiest way to find events is to search your client’s industry, plus “conventions,” “events,” or “shows.” Once you create a list, check how often people talk about them on social media. This’ll give you an idea of how popular they are and which ones get more coverage.
Hashtags are everywhere, so if you’re looking for discussions about a certain topic, you should be able to find them in the hashtag stream.
Monitoring hashtags help identify outlets that talk about your client’s field on social media. Since they’re such a popular way to “categorize” articles shared on social media, a hashtag stream can basically serve as a huge media list.
If you don’t know how to get started, research your client’s niche to find relevant hashtags, plus how often they’re used.
There are lots of ways media monitoring tools can help boost your client’s PR campaigns. And even though you may be a pro at some of those tactics, there are always new tricks to discover — like increasing press mentions.
Whether you’re looking to get more coverage for current campaigns or future ones, tracking these keyword categories will help you do just that.
How do you get more press for your clients? Let us know in the comments!