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Well, in this case, size does not matter. It is still important how
people living in
community where you are located react to your business. It is still important that you are among
first who catches a new trend concerning your product range – or otherwise another small enterprise may come up with
innovation that you could also have produced. These are only two small examples that show why media monitoring is so important.
If you are opposed to media monitoring because your company only has a small budget for public relations, think twice. Especially if you only have a small amount of money at hand to promote your company, it is essential to follow up every PR activity to make sure that money is well-invested.
For media monitoring, a simple concept applies: only when you know what is going on you can react accordingly. So do not only go through your local or regional newspaper and expert publications, but broaden your horizons. Filter
internet for information about your trade and company. With
help of search engines, hundreds of websites, online-publications and databases can be sorted through. There are also professional monitors how can do this job for you. In any case, media monitoring is worth
effort – regardless of your company’s size.

Kathrin Koehler works as PR consultant for the company activemeta.net, specialised in media monitoring and – analysis services. For more information, go to www.activemeta.net or email to koehler@activemeta.net.