Jim James explains how PR agencies track press coverage for clients using manual scanning of print, radio, and TV, plus online monitoring tools like Google services and SinoTech SIP. Tracking volume and sentiment of coverage shows whether a client's media presence is improving or declining.
Hello, my name is Jim James, and we're recording this PR FAQ here in our Beijing studios. And we've got a question from the audience saying, how does a PR agency track press coverage? Well, first of all, the question is, why would we track? And it's really to see performance. We want to see how much coverage we're getting, but also the positive and negative sentiment. So what we need to do is we need to get the print or the radio or the TV, and we'll do a manual scan by reading the magazines and looking for keywords, client names, and so on in that media. Second is we use online tools. There are a number of tools from people like Google, but also here in China, one called SinoTech SIP, which is great for tracking all the conversations that are taking place online. And thirdly, we track over time. It's one thing just to take a snapshot of what coverage there is for a client, but what we're also really interested in is the trends, so that we can start to see whether we're getting more or less, worse or better coverage for clients. So that's how we track for coverage in an agency. Not always the most fun part of our work, but a key part of proving the results that we've got for our clients. I hope that this answer has given some, some useful information for you. If you've got a question that you'd like us to respond to, please put it on email or send it to us on Twitter or Weibo @EastWestPR. I look forward to your FAQ. Thanks for watching.
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