There are plenty of logical ways that media monitoring can make you a better PR pro, from helping to prepare for a product launch, spotting problems earlier, developing media lists, to improving crisis communications. An overlooked benefit of media monitoring is that it can also make you a better writer.
Media monitoring can point you to the most relevant content
A key factor in writing well is having solid resources on which to build one’s case—this is particularly true for some of the persuasive writing necessary for practices like public affairs or more technical topics, such as pharmaceutical writing or anything in the energy or technology sectors. Media monitoring can expose a writer to specialized publications, or introduce a writer to journalists who specialize in certain fields. Using a broad base of material means that a PR pro will be able to produce writing with more depth and better references, which in turn means making a more persuasive case.
Media monitoring can expose you to a wide range of content
A similar by slightly different point to the one above is that media monitoring results can bring to light a wide range of content that a reader might not otherwise be exposed to on a regular basis. We all have our favorite sources for news and entertainment, but when researching a topic in order to write about it, sometimes the more far-flung publications can provide insight that is invaluable. Public relations is becoming increasingly global, and a good monitoring tool will identify content from a range of international sources. Reading content from an alternative perspective can enrich your thought processes and your writing.
Media monitoring can identify topical arguments
The ability to make a relevant pitch sometimes rests on what is currently capturing the attention of the news media. By using media monitoring regularly, PR pros are able to quickly identify what those themes might be and can build on them when crafting their own writing. Working these topical subjects into your writing will make pitches more relevant to reporters, and thus more likely to be covered.
Media monitoring can make it easier to find trending stories
Sometimes when we’re up against a deadline or simply struggling with writer’s block, taking a look at what others are writing about can jump-start our creativity. Using media monitoring within subject areas or topics can work similarly, only with a bit more focus. By seeing which topics are trending within a field or subject, we can write content that more closely matches what people are searching for and reading about now—making it more likely that the content will be read and shared.
Media monitoring can uncover hidden gems
Sometimes the best writing comes out of discovering topics that are interesting but not widely distributed. Using monitoring keywords can uncover these types of “hidden” stories that would not rise to the first or second page of a Google search on a topic. Smaller publications, trade sources, and mid-sized blogs can all be sources of great and interesting information that can make your writing sparkle.
Using media monitoring to help improve your writing is another great way to get the most out of a media monitoring tool. It can save you hours of research, point you to the best and most relevant content, and boost the overall effectiveness of your writing.