How do you go about choosing from a variety of approaches to monitoring and many news media monitoring service subscription?
with the effects of the Great Depression still feel there May be the temptation to hone in on the approach to monitoring the media, which appears the least expensive. Usually, it's that the staff does not monitor using free online tools. As with many B2B (business-to-business) services, however, what appears inexpensive on the surface is often not the most efficient, best value and best use of internal public relations and marketing resources.
"Print vs. Online News Monitoring Monitoring news
For most organizations, monitoring and news clipping is the core of a media monitoring service.
Today, the traditional news media (newspapers, consumer magazines, trade journals and news syndication service) is the best track on the Internet. The truth is that, with rare exceptions, most every article that appears in newspapers, magazines and trade journals also appear in the online edition of the publication.
In addition to monitoring and clipping most of all print publications, online news monitoring service capturing clips from thousands of online news sources that do not exist in printed form. Broad-line news portals are viewed, among many others, MarketWatch and Yahoo Finance and Yahoo News, CNN and CNBC. In addition, it provides monitoring news coverage throughout the world in most every language.
online news monitoring software lets small spots of human readers or scanners, digital print publications, especially the broadsheet newspapers. On balance, then, you can get far more coverage of video monitoring and on-line sources, rather than through the traditional press clipping services.
Online tracking is also timelier news from press clippings because many publications published stories on the Web long before the printed version reaches newsstands and post offices. (Check the New York Times in the afternoon to see many of the next day the story in the printed edition .)
Press clipping services generally charge monthly "reading"fee and additional fee for each clip served. per clip costs can quickly mount. Monthly bills can cause hassles of billing and budgeting issues due to varying monthly costs. In contrast, on-line media monitoring services typically charge only a fixed predictable monthly fee, no per clip fees. In most every case, therefore, on-line news monitoring services are cheaper and offer better value than traditional press clipping services.
Online news monitoring offers a wide range of services.
free online news monitoring services
First, there are free online news monitoring service - typically supported by advertising. The leader is Google News. It offers pretty good coverage of news sources, but not as extensive as they are paid subscription services. Google News Service will send you a daily news alerts via e-mail with articles containing the keywords you specify.
However, there are shortcomings in the free online news monitoring service that requires users to spend a lot of time finding the clip.
With Google News, or e-mail alerts or organic search submit all clips. Google uses its algorithms to deliver only what is considered the most relevant or important articles (clips). For "market intelligence" purposes, this may be sufficient. Public relations measurement and tracking, it seriously lacking.
to get all international clips in Google News or to monitor more than 10 key words or phrases, you need to spend more daily searches - 'a long and tedious process for staff. And if you enter multiple searches every day, you will undoubtedly get redundant snippets in search results. Staff will have to manually filter duplicate Clips.
to get all international clips in Google News or track more than 10 key words or phrases, you need to spend more daily searches - 'a long and tedious process for staff. And if you enter multiple searches every day, you will undoubtedly get redundant snippets in search results. Staff will have to manually filter duplicate Clips.
...
Google News and other free news monitoring service does not include a way to store the supplied clips. To save the clips, one staff will have to cut and paste the clips into a database or spreadsheet - a tedious and time-consuming task - or print each article, a set of motion (especially in color ).
Google News does not provide circulation or viewership data. As a result, measurement of PR success is near impossible.
However, for many small and medium-sized organizations, news search engines such as Google News or Yahoo News to provide sufficient coverage and features.
free search engine May well fit your needs, if only a few search terms, typically receive only a few clips each day, there is no need for measurement data and tools, and are willing to invest the time to conduct multiple searches every day.
free search services, however, are not truly free. They can be very expensive considering the time it takes to do daily searches. Being a free news monitoring service does not store the clips, as most of subscription media monitoring service, there is the cost of transferring the clips from the search engine results for a database or spreadsheet and then the cost of printing out clips. Search and management of those paper clips is more difficult and time consuming than digital snippets subscription services save a searchable online database. Using RSS will help you reduce staff time devoted to monitoring the media.
Online paid subscription news service monitoring
online subscription services including the monitoring of news leader CyberAlert, CustomScoop Meltwater and offer many opportunities do not offer free services, including: a) more comprehensive news, including almost all daily and weekly newspapers, consumer magazines, trade journals, news syndication services, news portals on the web, web-broadcast news organizations around the world - all in multiple languages b) automatic daily search queries in multiple languages in multiple countries with virtually unlimited search terms c) advanced Boolean logic to minimize extraneous or irrelevant snippets d) a clip online digital archive to store, search, and manage clips e) instant software-based translation of foreign language clips f) PR measurement data that belongs to every news media clip g) dynamically created media measurement charts and graphs g) custom features to meet specific needs.
custom features in online news monitoring service ensures that the service exactly matches your requirements, with minimal investment of staff time.
Do you want to clip just a custom list of special publications - not all news sources? If you want only the "important" stuff, not all mentioned in your keyword search terms? If you want only one copy of the same story - the press release for example
?
Do you have special requirements such as delivery of a clip delivery during the working day, or XML format? Do you prefer the RSS delivery? Would you like clips delivered in a specific or unusual weather every day? Would you like clips sent more people? Would you like to automatically insert the clip into separate e-mails and archive folders for different clients or brands?
Do you want clips edited and packaged in a daily or weekly news briefing for executives? If you want all news clips edited by human readers before delivery to absolutely, positively eliminate unwanted clips?
Most experts offer online news monitoring these customized services.
of the traditional press clipping services such as Burrelle'sLuce or spoken also offer online news monitoring service.
But do not let press clipping services you sell online press clipping and news monitoring. Most every article in the print editions of newspapers, magazines and trade journals also appear in that publication's online edition. Some small community newspapers (mostly weeklies), and some trade magazines (mainly medical and academic) do not disclose all of its print content on the Internet - but this is rare. In fact, the summaries of all medical journals are also available online at PubMed, a free service of the National Library of Medicine. If there are print publications that are really important to you and not published on the web, then ask the press clipping service to monitor only those publications in printed form - and everything else on-line -. to avoid duplicate clips and escalating variable costs
But do not let press clipping services you sell online press clipping and news monitoring. Most every article in the print editions of newspapers, magazines and trade journals also appear in that publication's online edition. Some small community newspapers (mostly weeklies), and some trade magazines (mainly medical and academic) do not disclose all of its print content on the Internet - but this is rare. In fact, the summaries of all medical journals are also available online at PubMed, a free service of the National Library of Medicine. If there are print publications that are really important to you and not published on the web, then ask the press clipping service to monitor only those publications in printed form - and everything else on-line -. to avoid duplicate clips and escalating variable costs
...
But do not let press clipping services you sell online press clipping and news monitoring. Most every article in the print editions of newspapers, magazines and trade journals also appear in that publication's online edition. Some small community newspapers (mostly weeklies), and some trade magazines (mainly medical and academic) do not disclose all of its print content on the Internet - but this is rare. In fact, the summaries of all medical journals are also available online at PubMed, a free service of the National Library of Medicine. If there are print publications that are really important to you and not published on the web, then ask the press clipping service to monitor only those publications in printed form - and everything else on-line -. to avoid duplicate clips and escalating variable costs
...
0 comments:
Post a Comment