By:
nurulaini shah bt noor shah
2011837424
nurulaini shah bt noor shah
2011837424
Public
Relations in many organizations have specific roles in order to maintain the
organizations reputation in the eyes of the public. Image is one aspect which
people in an organisation believe to be the impression outsiders have of the
organisation. This could be an illusion bred of thinking because the knowledge
and understanding of outside opinion of people are lacking. It is a common
situation an organisation has a mind-set that everybody loves them. An opinion
or image study could reveal the very different and most unexpected as well as
disconcerting image exists. (Jefkins, 1983)
Public Relations perform a task of
monitoring about their organizations image through the blogs in analysing the
information about their product, services or even staffs from their company. Media
monitoring is the process of reading, watching, listening to the editorial
content of media sources for example, blogs, and then identifying and analysing
contents containing specific keywords or topics. For example, by monitoring
organizations mention in various blogs, public relations can conduct a research
on the problems and issues as well as improvements which could be done to
increase the reputation of the company. Organizations could also identify the
successfulness of their news releases, competitors and business opportunities.
In recent years, the popular use of
internet in informing others about a variety of information allows
organizations in taking advantage of this situation. A well-known online media
monitoring service which is CyberAlert has emerged to track down the company’s
performance as well as of their competitors. Updates would be given on relevant
information which public relations may find useful compared to using the old
fashion media. Word of mouth of an organization whether good or bad could be
detected early and public relations play a part in responding to the issue at
hand efficiently.
The
advantage of applying online media monitoring is the effectiveness of it in
delivering information to the dot as compared to printed media which takes more
than 24 hours to deliver. Therefore, it is seen to be crucial for public
relations to always be aware on what is mentioned about the organizations and
other related matter. This is to ensure that the company would be successful in
top of others from various aspects.
References
Donald
K. Wright & Michelle Drifka Hinson (2012). Examining How Social and
Emerging Media Have Been Used in Public Relations Between 2006 until 2012:A
Longitudinal Analysis. Retrieved on 12th Oct 2012 from http://www.prsa.org/intelligence/prjournal/documents/2012wrighthinson.pdf
Frank Jefkins
(1983). Public Relations M&E Handbook Series 2nd Edition.
Macdonalds & Evans Ltd. Plymouth
Media
Monitoring: The Complete Guide Retrieved on 12th Oct 2012 from http://www.cyberalert.com/downloads/media_monitoring_whitepaper.pdf
Media monitoring in the old days requires PR practitioners to read and go through words by words that relates directly or indirectly of their organizations. With the technological development, monitoring service or software creates, thus making our work more easier. But what we do and how we react with the information is another task that require us to think critically or as I would always say, "think 2 or 3 steps ahead of your opponents" such as predictions and back ups can help long term the organizations' value.
ReplyDeleteebrowse.com.my very helpful sites for PR to monitor the news exactly as the traditional print. but kena subscribe
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