News Clipping Service

What does a News Clipping Service do?

Quick explanation:

News clipping services automate the manual process of tracking and compiling mentions of key topics or terms vital to an organization. News Clipping Services, often called Media Monitoring, automates this monitoring process across multiple media channels: newspapers, online news & blogs, Social Media platforms, and Broadcast TV and Radio.

News Clipping Service Set-up Steps

Define your media monitoring goals

To get the most out of a clipping service, you must first define your monitoring goals and determine how that information will be used to strengthen your organization.

Here’s why this is crucial:

Identify the Purpose:
- Without clear goals, media monitoring is inefficient and wont provide the information needed for action.
- Defining goals provides a roadmap, ensuring that the monitoring efforts are focused and relevant.
Targeted Monitoring:
- Goals determine what keywords, topics, and media sources to track.
- For example, what are you monitoring for:
  - Brand reputation management?
  - Competitive analysis?
  - Crisis management?
  - Campaign effectiveness?
- Each goal requires a different approach, so determining the direction you want to go will make using the collected information more actionable.

Measurable Results:
- Clearly defined goals allow you to measure the success of your monitoring efforts.
- Having measurable results will also allow you to make necessary adjustments in your monitoring plans.

Before diving into the technical aspects of setting up keywords, a client must first understand why they are monitoring. This foundational step will guide all subsequent actions.

Identify relevant keywords and search queries

Here’s a breakdown of how to select your keywords:

Translating Goals into Search Terms:
- The goals established in the first step now need to be translated into specific words and phrases that will trigger the monitoring system.
- This involves brainstorming and creating a comprehensive list of:
  - Company names (including variations and misspellings)
  - Brand names and product names
  - Key personnel names
  - Competitor names
  - Industry-specific terms
  - Relevant hashtags (for social media monitoring)
  - Common misspellings of all of the above.

Refining Search Queries (A good monitoring company will help you with this part):
- Simple keywords can lead to a flood of irrelevant data. Therefore, it’s essential to refine search queries:
  - Boolean operators (AND, OR, NOT) to combine or exclude keywords.
  - Phrase matching (using quotation marks) to search for specific phrases.
  - Capture variations of words.
- For example, instead of just “company name,” a better search query might be “company name” AND (“product launch” OR “new service”). Specific example: “Jaguar AND car NOT animal” or “Jaguar AND F-TYPE”.

Building a Keyword Library:
- This is not a one-and-done process. The keyword library should be treated as a living document and be updated as needed. New products, new competitors, and changes in industry terms all necessitate updates to the keyword library.

By meticulously defining keywords and crafting effective search queries, clients can ensure that their media monitoring efforts capture the most relevant and valuable information.

Identify Access to Results

This involves determining who needs to receive the mentions, how they will access them, and how they will utilize that information.

Identifying Account Holders:
- Determine who within the organization needs to be informed about media mentions. This might include:
  - Public relations/communications teams
  - Marketing teams
  - Executives and senior management
  - Customer service teams
  - Legal teams
  - Sales teams

Setting Up Media Delivery and Alerts:
- Determine who will receive daily email results.
- Set-up alert notifications to be delivered promptly to the appropriate personnel.

Training and Onboarding:
- Training for primary account users.
- Ensure that they understand how to use the platform and how to make edits to their account.

Establishing a Response Protocol:
- It’s very important to have a plan in place for how to respond to various types of media mentions.
- What are the steps your organization will take to respond to your media coverage?
- Who is responsible for responding to coverage?
- Where will you post your responses or marketing campaigns to with the information gathered from your monitoring efforts?
- Having a plan in place will allow for a quick and effective response.

By carefully determining who has access to the monitored content, organizations can ensure that the valuable insights are delivered to the right people at the right time, enabling them to make informed decisions.

Find out more about Newz Groups News Clipping Service: https://www.newzgroup.com/news-clipping/