How Media Monitoring Strengthens Every PR Strategy
In public relations, securing earned media coverage is only part of the equation. The next (and equally important) step is understanding the impact of that coverage. That’s where media monitoring tools like Cision come in.
At Noelle Aune PR, we use CisionOne media monitoring to track, measure, and analyze the results of the coverage of our clients’ campaigns. It allows us to see not just where a story appeared, but how far it reached, how it performed, and what kind of value it delivered.
Why Media Monitoring Matters
In today’s fast-moving media landscape, it’s not enough to say a campaign “got coverage.” Brands and organizations need to know what that coverage means and how it supports their broader business goals. Media monitoring helps connect those dots by:
Tracking Visibility: Cision tracks mentions of our clients’ brands across TV, print, radio, and online sources, and even when articles get syndicated, helping us stay on top of where the brands are being discussed.
Quantifying Reach: Metrics showing the potential audience size for each mention gives us an estimate on how many people could see, hear, or read about our clients’ stories.
Measuring Value: Through insights like Ad Value Equivalency (AVE), audience analytics, and sentiment, we can quantify the value of earned coverage.
For our clients, these insights are invaluable. They translate PR coverage into measurable business results and help inform future strategy, whether that means doubling down on a media relationship, refining key messaging, or targeting new regions.
How We Use Cision to Deliver Results
Cision plays a key role in how we report and refine our work. For every campaign, we compile post-event media summaries that include coverage highlights, reach metrics, and AVE calculations. These reports give our clients a clear, data-backed picture of how their stories were told, how they performed and what kind of impact they achieved.
We used Cision when we collaborated with Ridge North America to support the groundbreaking announcement of the Okanagan Gondola project. Following the press release distribution and targeted media outreach, our team generated strong regional and national media interest.
Cision easily and quickly tracked all relevant mentions where the release was picked up, such as in Daily Hive Vancouver, multiple segments across Global News TV platforms, and a radio interview on AM 1150 Kelowna. Using Cision, we found out that about 98 items mentioned the gondola and that the coverage achieved a potential audience reach of 8,151,785 and an advertising value equivalent (AVE) of CA$35,332 over 30 days, reflecting the story’s wide impact across digital, TV, and radio platforms.
The Bigger Picture: Data That Drives Strategy
Media monitoring isn’t just about tracking, it’s about learning. When PR data is analyzed over time, it reveals patterns that help refine outreach strategies and improve ROI. For us at our firm, that means every campaign builds on the insights of the last, allowing us to continuously fine-tune our approach and deliver stronger outcomes for our clients.
Because in PR, it’s not just about getting coverage, it’s about understanding its impact and celebrating the stories we help tell.