Media Fragmentation and Monitoring

While social media has become a dominant player in mass communications, it’s also created a difficult task for public relations professionals to monitor trends, publicity and perceptions that directly affect a client’s product, service or brand.

With the explosion of blogs, social networks and other forms of non-traditional media, we’ve given consumers the keys to either make or break our brand. It’s essential to be proactive and aware of the conversations that are happening about your client. Keeping your finger on the media pulse will help prepare you for any crisis that may arise. In this highly fragmented media environment, it takes a dedicated effort to keep a close watch on public perception. Pick up your local newspaper, scan social media, hit the news wires and do whatever you can to stay informed about topics related to your client, industry and locale.

Know your audience and know them well. Where do they spend time online? What is their purpose? Is there any way to foster two-way communication? Listen, learn and adapt.


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