Imperative of Media Monitoring in Modern Public Relations
By Salim Yunusa,
In today’s fast-paced, digital-driven world, media monitoring has become an essential practice for public relations (PR) professionals. Organizations, especially those operating in high-stakes environments such as customs management, must remain constantly aware of how they are portrayed in the media. Media monitoring allows them to track mentions, analyze public perception, and respond swiftly to emerging situations and narratives that could affect their reputation and operations.
The chapter “Monitoring The Media” from the book, “Impactful Public Relations in Customs Management: The CG Wale Adeniyi Example,” by Kabir Abdulsalam and Maryam Umar Na’Allah highlights how critical media monitoring is for government agencies like the Nigeria Customs Service (NCS). By leveraging digital tools, the NCS has been able to track and address public perception, identify threats, and manage risks associated with its operations.
Among other important topics, it sheds light on why media monitoring is indispensable in modern public relations. Public relations has undergone a significant transformation in recent decades. Traditional methods of staying informed—such as reading newspapers or watching the evening news—are no longer sufficient. In the past, PR practitioners would spend their days sifting through newspapers and monitoring broadcast news, but the digital world now demands a much more proactive and agile approach.
In the modern era, information spreads rapidly through a wide variety of platforms, including social media, blogs, and online news outlets. Bad news, in particular, travels quickly, often going viral within hours. This new reality makes it essential for organizations to have real-time media monitoring systems in place. Media monitoring acts as a virtual watchtower, constantly surveying the horizon for any potential risks to an organization’s reputation.
For the NCS, media monitoring is not just a convenience—it is a necessity. As a government agency responsible for border security, international trade facilitation, and revenue collection, the NCS is constantly under scrutiny. Any negative press or misinformation can quickly spiral into a crisis, potentially damaging the agency’s credibility and hindering its operations. Therefore, the ability to swiftly identify and respond to public sentiment is critical for maintaining a positive public image.
At its core, media monitoring involves tracking and analyzing mentions of a brand, organization, or individual across various media platforms. This can include traditional media outlets like newspapers, radio, and television, as well as digital platforms like social media, blogs, and news websites. Media monitoring allows organizations to gather real-time information about how they are being perceived by the public and enables them to respond effectively to emerging issues.
The chapter from Abdulsalam and Na’Allah’s book provides valuable insights into how the NCS utilizes media monitoring to enhance its PR efforts. The NCS uses media monitoring tools to identify smuggling trends, gauge public perception, track media coverage of its activities, and identify potential threats to its reputation. This proactive approach enables the NCS to stay ahead of the curve and address any issues before they escalate.
A key example of the importance of media monitoring is the case of an article titled “The Mess by Customs,” which criticized the NCS for systemic administrative issues and unprofessional conduct. Thanks to its media monitoring system, the NCS was alerted to the article and responded swiftly by publishing a well-researched rejoinder that set the record straight. Without media monitoring, this negative article could have caused significant reputational damage, but with the right tools in place, the NCS was able to turn the situation around and maintain its positive image.
One of the primary benefits of media monitoring is its ability to track public perception. Public perception is crucial for any organization, but it is especially important for government agencies like the NCS. The public’s trust in the NCS is essential for the agency to carry out its duties effectively, and media monitoring helps the NCS gauge how the public views its operations, policies, and initiatives.
By tracking both positive and negative stories in the media, the NCS can identify areas where it needs to improve and highlight its successes. For example, media monitoring may reveal that the public is concerned about delays in customs processing or allegations of misconduct. Armed with this information, the NCS can take proactive steps to address these concerns through targeted communication strategies, such as press releases, social media campaigns, or public statements.
In addition to tracking public sentiment, media monitoring tools can also analyze the tone and sentiment of media coverage. This allows organizations to determine whether public discussions are overwhelmingly positive, negative, or neutral. For the NCS, this insight is invaluable, as it enables the agency to adjust its communication strategies in real-time and respond to emerging narratives before they spiral out of control.
Another critical function of media monitoring is its ability to identify potential risks and help organizations manage crises effectively. In the case of the NCS, media monitoring plays a vital role in identifying smuggling activities and other illegal operations. By tracking discussions about smuggling routes, methods, and trends, the NCS can adjust its enforcement strategies and allocate resources more efficiently.
In addition to identifying operational risks, media monitoring can also help organizations mitigate reputational risks. Negative press, misinformation, and disinformation can all pose significant threats to an organization’s reputation. With media monitoring, organizations can detect these threats early and take action to address them before they escalate into full-blown crises.
For example, the NCS used media monitoring to respond to allegations from the National Association of Government Approved Freight Forwarders (NAGAFF), which accused the NCS of favoritism in its e-auction process. Thanks to its media monitoring system, the NCS was able to issue a timely and transparent response, reaffirming its commitment to accountability and fairness. Without media monitoring, these allegations could have severely damaged the NCS’s reputation, but by responding quickly and effectively, the agency was able to maintain public trust.
Media monitoring also plays a key role in stakeholder engagement. For organizations like the NCS, maintaining open communication with stakeholders—such as businesses, trade associations, and the public—is essential for smooth operations. Media monitoring allows the NCS to gain insights into stakeholder concerns by tracking discussions in the media and online forums.
By understanding what stakeholders are saying about its operations, the NCS can address issues related to customs procedures, trade facilitation, and user experiences. This proactive approach fosters better relationships with stakeholders and contributes to a more efficient trade environment.
Despite its many benefits, media monitoring is not without its challenges. One of the primary challenges is the sheer volume of information that organizations must sift through. In today’s digital age, there is a constant stream of information being generated across multiple platforms, making it difficult to filter out the noise and focus on relevant data.
To overcome this challenge, organizations need to invest in robust media monitoring tools that can prioritize and analyze data effectively. These tools should be able to track mentions, analyze sentiment, and provide actionable insights that PR teams can use to inform their strategies.
Another challenge is the spread of misinformation and disinformation. False information can spread rapidly online, and organizations must be prepared to identify and counter these narratives. A dedicated PR team or third-party service can help fact-check information and craft appropriate responses to misinformation, ensuring that the organization’s reputation remains intact.
Media monitoring is an indispensable tool for modern public relations. It allows organizations to track public perception, identify risks, manage crises, and engage with stakeholders effectively. For organizations like the Nigeria Customs Service, media monitoring is essential for maintaining a positive public image, ensuring transparency, and building public trust. By leveraging media monitoring tools and strategies, organizations can navigate the complex media landscape and position themselves for long-term success.
Salim Yunusa is a 2024 PRNigeria Young Communication Fellow, can be reached via: [email protected].
