Why keeping track of your coverage and proving ROI is more important than ever

In today’s busy world, information is transmitted throughout a variety of online and offline channels. Newspapers, magazines, blogs and social media are just a small selection of outlets by which news spreads at a rapid pace. The importance of comprehensive coverage tracking and proving ROI is more essential now than ever before due to an increase in communications professionals and the tools at their disposal. Here, we outline the reasons why complete tracking is crucial for a campaign’s success and an exceptional ROI report.

With so many crevices in modern media, it’s hard to ensure you’re catching everything that’s being said about you and your clients. Attempting to track the conversations manually leads to hours each day spent doing a task that could be managed much more effectively by a professional service. You’re wasting time that should be spent on endeavours more deserving of your qualifications. Allocating your monitoring to a dedicated service would create more opportunities for you to focus on client management and pursue sales leads.

Why is tracking your media coverage so important to begin with? It allows you to be the best you can be at your job. To excel in your role, you must become familiar with your clients inside and out. This awareness will help you formulate the most competitive strategies and determine which areas of your campaign require the most attention. Your thorough knowledge will not only help you perform better, it will also impress your clients, who will value your understanding of their business and its position within the marketplace. This will aid in building trust, an essential component in any healthy professional relationship.

But media monitoring doesn’t stop at your clients. I’m sure we’ve all heard the saying: “Keep your friends close and your enemies closer.” Tracking coverage can also help you appraise your competitors. Why not monitor the opposition and stay one step ahead? What have they done? What’s likely to be their next move? What’s the most viable opportunity for your client? These are all things you can learn by tracking their coverage. Stay responsive and ensure strategies are consistently adjusted as needed.

Let’s focus on the bigger picture: tracking coverage is also essential for proving your client’s return on investment. You may be able to talk a good game, but the media coverage you obtain shows that you’re able to fulfil your promises. Online and offline mentions of your clients is concrete, tangible proof that you are succeeding in your job. This is your chance to flaunt all your hard work and show them you’re worth it, and you need that media coverage to substantiate your claims. Show them you’re invaluable. Present this information in a well-formulated design (many times this is already done for you by your tracking service).

Tracking media coverage and proving ROI are essential steps that will help your agency excel and become one of the best. If you haven’t done so already, invest in a media monitoring service and rest assured all your hard work will be tracked effectively.

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