Why Small, Midsize and Large Companies Need Media Monitoring

We’ve all seen it happen: A massive data breach, a bungled response to a festering quality problem, or internal corruption in the executive suite drives a company to the brink of bankruptcy — or beyond. But small companies, too, can feel the excruciating pain of negative publicity — consider a local manufacturer accused of polluting, or a neighborhood liquor store charged with selling to minors.

Negative publicity can turn a small problem into a crisis. And, if a company responds in clumsy fashion to a crisis coming from within or out of nowhere, such as with a pandemic or earthquake, that company will only make worse its lost sales and severely damaged reputation.

But companies need not sit on their hands waiting to be steamrolled by negative talk on social media, TV, blogs, online news channels, newspapers and magazines. By taking advantage of media monitoring, a specialized field within the realm of public relations, a company can understand what is being said and shape its response to achieve a better outcome.

The infographic below, Media Monitoring 101: Negative Publicity, provides a quick but thorough overview of these issues, making it essential reading for business owners and leaders of any business of any size in any industry.

All companies are vulnerable to negative publicity because so many people talk about it. Business news is no longer restricted to a small cadre of elite business journalists. Today, everyone — hundreds of millions of people — discuss companies and business issues openly and often emotionally on social media, blogs, on comments in mainstream media news reports, and thousands of other places. If a company is involved in a controversy, if a customer has a bad experience, it’s quite possible for the whole town or the whole world to know about it within a matter of minutes.

This is why media monitoring has become not only a critical business function, but one that requires specialized involvement. Spot-checking a few online customer review sites to “see how we’re doing” will not capture nearly enough data to evaluate a situation or plot the right course of action. Collecting, interpreting and reporting conversations and news relevant to your brand takes a very wide net, sophisticated analysis tools and experience in separating meaningful, influential content from idle chatter. If negative publicity is noticed early on, and a proper response is initiated, the risk of a crisis is mitigated, and in some cases, a bad situation can be transformed into a good one.

To learn more about media monitoring and its importance in a crisis, please continue reading below.


Infographic created by News Exposure, Offering Professional Media Clipping Services

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