Media monitoring
Keep a file of all media coverage you get – press cuttings, print offs of internet coveraged, tapes of radio and TV broadcasts etc.
It’s a great idea to leave your up-to-date press file in your reception – nothing impresses people more than a business that gets a lot of good media coverage. Better still put coverage on your website.
You’ll find the media reluctant to send you copies of coverage they’ve done for you – even newspapers. It’s a real pain for a time-strapped journalist to have to photocopy a newspaper and post it to you. Many radio stations, and most TV stations, will refuse to send you tapes… or just “accidentally forget”.
Make it a weekly job to track what coverage you think you’ll be getting, and buy the newspaper, or monitor the radio stations.
There are companies that you can pay to monitor the media for you, but it’s an expensive thing to get into unless you have a lot of coverage to track.
