Change Your Tone – Media Coverage Shouldn’t Be Toned By Software
The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of “BlackBerry thumb” — but nevertheless getting your media coverage electronically has never been easier or more mobile.
These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR — to automate media analysis and measurement — is already under way; but where should software stop to make way for human analysis?.
Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive...
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