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Social media are undoubtedly dominant in our times. Regardless, traditional media, like Radio and TV, continue to be a strong pillar in the shaping of the public image of a brand, a business, a public figure. That is exactly why businesses continue to invest significant amounts of money in their promotion through radio and TV shows.
Therefore, be it news that travel the world or shows that go viral, radio and TV media remain significant points of contact between brands and their audience. That is exactly why Radio & TV Monitoring is necessary. It is a strategic tool that allows communication and PR professionals to immediately respond to challenges, better understand their audience and locate new opportunities.
Let us see how Radio & TV Monitoring can enhance the image of your brand and protect it from possible threats.
Περιεχόμενα
Real-time Reputation Management
In times when information spreads at the speed of light, immediate response is crucial. Monitoring radio and TV channels allows businesses to immediately locate negative news or misunderstandings, and deal with them before they spiral out of control. A direct official statement or an honest reply on behalf of the company you represent can make all the difference in the world.
The above is only possible if you have access to a Radio & TV Monitoring platform. For instance, Clip News’ platform allows you 24/7 access to all big radio and TV channels. Moreover, real-time alerts sent to your email ensure that you will never miss important references to your brand, your immediate competitors or other topics related to your professional sector that may affect you.
Radio & TV Monitoring VS Social Media Monitoring
Publicity data from the so-called traditional media (meaning radio, tv and press) are obviously limited compared to publicity data from websites, blogs and social media. Online sources usually have a large volume of references to your brand and competition, on a daily basis. Especially social media, such as X (Twitter), Facebook or a forum, often gather a significant number of comments from users exchanging opinions about a brand, welcoming or criticizing offers of products and services, and generally interacting with the actions of businesses.
For example, an advertising campaign on the radio and the TV is often extensively commented upon by social media users. Or the statement of a high-ranking official of a known brand with a radio or TV channel could be reproduced by social media users, accompanied by positive or negative comments.
Moreover, Radio & TV Monitoring allows access to professional content produced by experienced journalists and experts. News, stories, analyses from professionals and interviews are the main source of information for the public. On the other hand, social media offer direct contact with public opinion and spontaneous reactions and concerns over a topic first mentioned on radio or TV, apart from the posts of news accounts.
It is obvious that traditional and new media (or offline and online media) interact and complement each other. Information travels from radio and TV to social media in the blink of an eye. Monitoring your brand’s references from all media sources is necessary, in order to have a complete picture of your publicity. The above tactic allows you to make data-based decisions for the next steps of your communication strategy.
Understanding Competition and Locating Trends
Media Monitoring solutions, regardless of the type of sources, are a necessary tool for evaluating business’ the Brand Awareness. And it does not end there! All brands usually monitor also the publicity of their immediate competitors, in order to stay informed on their communication strategies and weaknesses.
Apart from locating, recording and saving publicity references, Media Monitoring solutions offer useful metrics for Brand Awareness evaluation: Total Buzz, References per Source, Share of Voice (SoV) are the most known metrics.
Moreover, businesses often monitor general keywords about their professional sector. That way, they locate early references to topics, such as sustainability or innovations in their sector, and get a strategic advantage, before such references become mainstream. Especially radio and TV media often set new trends, which then “pass on” to online media and become “viral”. Radio & TV Monitoring, is not obsolete at all and contributes to the evaluation of the image of your brand in the market.
Integrated Strategy
The combination of Radio & TV Monitoring with social media, internet and press monitoring is a multidimensional strategy for communication professionals. It offers valuable knowledge about the reputation and the dynamic of the brand they represent, making them able to monitor, analyze and affect the media landscape. In times of excess flow of information, the integrated monitoring of traditional and online media is the basic tool for a holistic Brand Awareness understanding and evaluation.