CHICAGO: Claiming to provide more in-depth analysis and strategic PR assistance than traditional clipping services, PR21’s Competitive Intelligence Services group has unveiled a new media-monitoring product.
CHICAGO: Claiming to provide more in-depth analysis and strategic
PR assistance than traditional clipping services, PR21’s Competitive
Intelligence Services group has unveiled a new media-monitoring
The service’s daily reports (viewable via the Web) detail print, online
and broadcast coverage, and include links to the actual stories
The stories are also archived on a password-protected Web site for
PR21 is hyping the service’s quarterly reports, which pinpoint key
issues over the past three months and predict which issues the media
will focus on during upcoming months, as the real difference-maker.
’They provide a concise analysis of what to do next in order to generate
coverage of a company,’ said group director William Black.
The reports also discuss coverage received by competitors and the
rationale behind the coverage, as well as identify the journalists
generating the majority of stories on a given industry or topic.
’Simple media monitoring never helped you do anything more effectively,’
Black said. ’Counting the number of media hits a company gets might
justify PR spending, but it doesn’t help in formulating future PR
Tina Engberg, director of PR and trade shows with OneClip (a NY-based
online coupon company that just finished a three-month trial run of the
service), said it provides a useful overview of how the media is
covering her market.
’It helps us focus our efforts better by letting us know what’s going on
around us,’ she said.
PR21 quietly created the eight-person competitive intelligence group in
January and has been working with Burrell’s for about a year to develop
its media analysis capabilities. The agency began testing the product
with clients in Chicago and San Francisco at the start of the year and
last month made it available in its New York and St. Paul offices. It is
marketing the service to non-PR21 PR clients and already has snared the
Sprint PCS Group as a subscriber.
The new service costs an average of dollars 3,000 to dollars 4,000 a