But does brand monitoring really work?

My experience as a veteran news analyst and PR professional working in Latin America is that many of our customers have doubts about whether brand monitoring tools deliver the strategic insights corporate communications and marketing managers really need.

Ask yourself, is your brand monitoring giving your executive team the information and guidance needed to maintain and improve your organization’s competitive positioning?

Five keys to better brand monitoring

Here are 5 things needed to make your brand tracking and brand monitoring effective and worth the money invested in it:

1)         Identify the important. The best brand monitoring tells you which brand mentions are more important than others. Brand monitoring tools should help you influence your market. Rating mentions as positive or negative isn’t enough. Figuring out which brand tracking results merit your attention requires analysis and a deep understanding of market context and how your product strategy and positioning fit into current events.

2)         Focus on key influencers. Brand monitoring should tell you which media outlets and social media platforms are the most influential in your market. This can be difficult if you’re operating in a foreign country or in a foreign language. Using brand monitoring provided by local experts on the ground is an essential tools for figuring out which mentions of your brand have the most impact on your local audience.

3)         Name the context. Online reputation software can be great for tracking every time your brand is mentioned in the media, but it doesn’t give you the context. To know how to weight different brand mentions you need to have accurate analysis of the context. It guarantees you get actionable insights from your results. But you need to know which press mentions are the ones to pass on to your senior executive team based upon its key management and competitive concerns.

4)         Don’t be fooled by data quantity. It doesn’t equal quality of analysis. A typical AI-driven online reputation software will deliver a tidal wave of numbers, graphs and information with more data than anyone could possibly absorb in a day. Excellent brand tracking, however, is driven by PR intelligence that focuses your team on the most important results. At Latin Media Monitor we provide PR intelligence driven by highly qualified news analyst who can identify the most important brand mentions produced by media monitoring.

5)         Choose the right brand monitoring tools. There are hundreds of reputation management companies doing business today. Choosing the right tools for your needs is critical and analysis by humans familiar with your local markets is key—especially in foreign markets. You need human analysts with a deep understanding of your company’s competitive position to help you focus on the most important brand mentions and media monitoring results.

Latin Media Monitor headquartered in Mexico

At Latin Media Monitor, headquartered in Mexico, we work with local media monitoring and brand tracking companies to ensure our customers get the most knowledgeable service. Our understanding of the region means we can provide our clients with analysis of brand monitoring results based on the most local influences. The result is brand tracking driven by ground-based PR intelligence that produces actionable insights for competitive positioning.

Receive a free demo of our work by sending a WhatsApp to our CEO Mark A. Browne at +52 55 1341 3631.

The problem is, most media monitoring is powered by artificial intelligence. But AI has flaws and cannot distinguish the most important news coverage from the chatter.

An imperfect match

AI is great at finding a keyword such as your brand name, needed to identify the news coverage that contains it.

But what do you do with the tidal wave of results that pop up each day?

How does a public relations agency filter results to get to the most important news coverage?

AI & Media Monitoring

If you ask chatGPT to tell you the most influential media outlets in Mexico you get a very unsatisfactory answer. It’s another example why AI-driven media monitoring tools—no matter how robust—aren’t usually enough to identify the information most useful for strategic decision making.

According to ChatGPT, the top two most influential media outlets in Mexico are Televisa and TV Azteca. But for those of us living and working in the region, we know these two outlets are among the most disrespected. In fact, they’re more entertainment- than news-oriented.

If you ask ChatGPT who the most influential journalists are in Mexico you get a better answer. Artificial intelligence is good at naming influential journalists—but it’s not so good at telling you when what they say is important–and most of all why.

What is Your Media Monitoring Missing?

We live at the dawn of a new age of AI productivity.

But knowing the limits of AI is the key to getting the most out of your media monitoring.

AI is great at sweeping the internet for all of the stories and news coverage pertaining to your brand.

But it doesn’t have the ability to actually read the coverage, filter out the most important news coverage pertaining to market shifts, emerging trends, changing regulations, and numerous other competitive and strategic factors.

Analysis is the Answer

The key to getting the most out of your media monitoring is analysis—and not by computer.

In my experience as a media monitoring professional and news analysts in Latin America I have seen PR agencies rise to the top by providing media monitoring for their clients that truly excels by giving clients actionable insights for business strategy.

Only news analysis performed by experienced professionals can flag key voices and critical news coverage at the local, regional and national level.

What you get news coverage insights for better decision making.

Multi-lingual Media Analysis

At Latin Media Monitor we provide multi-lingual news analysts based in the region. And we’re excited to work in 2024 with public relations professionals and corporate communications internationally who know media monitoring takes a lot more than AI to provide valuable insights for clients.

Learn more about we help public relations agencies and corporate communications with the best media monitoring. Call our CEO Mark A. Browne today at +617 524 8600 or visit us on LinkedIn.

The question we recommend they focus on is: If all you do is monitor the media what are your clients missing?

A typical corporate communications media monitoring campaign can produce hundreds of stories and broadcasts identified daily using the client’s keywords. The problem is, corporate communications teams don’t have the local language skills or sufficient knowledge of media in the region to decide what coverage matters and what coverage to focus on for strategic insights to inform c-suite decision making.

The Easy Part

Monitoring the media is the easy part. Computers armed with the client’s keywords—such as their brand name or the names of their competitors–will flag all the media coverage in a specific market automatically, including press, radio, TV and web. A robust media monitoring service will even rate the coverage as positive or negative and it costs literally pennies per day!

The Hard Part

The problem is, media monitoring alone doesn’t separate out the most important news coverage results from the chatter.

Plus, AI alone won’t tell your client what news coverage matters!

Moreover, important the news most important for c-suite decision making gets buried deep below the headlines where AI doesn’t always go.

Let’s face it, a corporate communications team focused on following the media doesn’t have time to review the more than 350+ stories/broadcast clips a typical media monitoring campaign produces EVERY DAY!

The Challenge

Which local, regional and national media outlets are the most credible in your markets in Latin America? Does your media list include the most influential media voices? What about blogs and media outlets not found on Google?

What journalists and influencers should you pay attention to? Of the hundreds and hundreds of daily results a typical media monitoring campaign produces, how is your client going to possibly pick out the most important coverage?

Problem Solved

At Latin Media Monitor we deploy veteran bilingual journalists living in Latin America tell your public relations customersexactly which of their media monitoring results are worth paying attention to– and what news coverage their corporate relations team should focus on.

Our news coverage analysis finds the most important information in your media monitoring results and presents it to yourcorporate communications team in daily summaries executives come to depend upon for actionable insights.

The Bottom Line

What is your media monitoring missing? How can a PR agency offer its clients media monitoring that is the most powerful on the market?

At Latin Media Monitor, we’ve proven time and again news coverage analysis is an essential component of successful media monitoring.

Without it, a public relation agency’s client may miss critical information their corporate communications team needs to make the right decisions.

At Latin Media Monitor, we’re excited to work with major PR companies and corporate communications teams doing business in Latin America in 2024!

Get started at www.latinmediamonitor.com or speak with our CEO Mark Browne directly at +1 617 524 8600 or via WhatsApp at +52 55 1341 3631.

Get more from the monitoring of news of your industry, competitors and brands in Mexico and Latin America with our news coverage analysis services.

A press release issued by the Mexico regulator said the wording “special price” on one Hellmann’s mayonnaise product was insufficiently explained and potentially “deceiving.” A mayonnaise product manufactured by Heinz didn’t have the sufficient protein required by the regulator to qualify for the “reduced fat” claim on the label. Other brands investigated by PROFECO but not temporarily banned from the market included Kraft and La Costeña. PROFECO works with regulators in the US and Canada, including the US Consumer Product Safety Commission, to regulate the quality of consumable products exported to Latin America.

Boost the return on your media monitoring with news coverage analysis at Latin Media Monitor in Mexico.

Mexicana went out of business 13 years ago. It will initially offer flights on 19 routes inside Mexico, and Mexico’s military is assisting in the Mexico airline operations. The defense ministry already operates four local airports and Mexico’s president Andres Manuel Lopez Obrador–set to leave office next year–said in a news conference: “We need a strong institution of the Mexican state to be in charge of managing all these new public works that are being done for the development of the country with money from all Mexicans,” according to reporting by Reuters.

Mexicana completed 220 flights in the first two weeks of its renewed operations, but some analysts have expressed doubts about the ability of the Mexico airline to compete with other market players. The Mexico airline is offering services to Tijuana, Mazatlan, Puerto Vallarta, Guadalajara, Zihuatanejo, Acapulco, Monterrey, Ciudad Victoria, Villahermosa, Campeche, Merida, Chetumal, Tulum, Palenque, and the Felipe Angeles International Airport (AIFA) in Mexico City.

Boost the return on your media monitoring budget with news coverage analysis by veteran journalists at Latin Media Monitor based in Mexico.

Communika has more than a decade of experience in public relations, and will handle all media content launched by Geely in Mexico. “Six months ago we began planning our launch strategy in Mexico, up to the moment of the official presentation as one of the strongest and fastest growing Chinese automotive brands in the LATAM region. Last November we presented the company through an official event, as well as the first two models, Geely Coolray and Geely Geometry C, with which we started commercial activities. Communika has participated in this awareness and dissemination of the brand, as well as in publicizing our commercial offer through the media,” Ricardo Gonzalez, Head of Marketing & Communications of Geely Mexico, told Radio Formula.

Monitor local and regional news coverage of your brand and industry in Latin America with expert news analysis from Latin Media Monitor in Mexico.

The lithium production partnership was signed by Coldelco, a state-owned Chilean company and the largest copper producer in the world. Both Coldelco and SQM agreed to terms lasting through 2060. Coldelco said the partnership is “without precedent” in the Chilean mining industry and “assures the continual” lithium production and “takes advantage of the opportunities created by intense use of copper and lithium worldwide.”

“Codelco’s early entry into the Salar de Atacama will allow it to be involved in all stages of evaluation, development, engineering, feasibility and permitting of the Salar Futuro Project with the necessary anticipation to ensure operational continuity,” Coldelco said in a release.

Monitor news coverage of your brand and industry in Latin America with the specialized news alerts services of Latin Media Monitor.

Popular Mexico Destination

More than 95% of members renew each year in Mexico. The wholesale club also sells gasoline and vacation packages and customers purchase cakes at a discount and resell them at a profit, with some telling Bloomberg news they can make a profit of US$1700 in just a few days. Mexico is the only nation in Latin America with Costco stores. The company has four in Spain.

Monitor news of your brand

Stay on top of news coverage of your brand, markets and competitors in Latin America with expert media monitoring from Latin Media Monitor. Our media monitoring processes include monitoring of radio and television and metrics to measure your audience size and equivalent advertising coverage for each news article containing your brand name.

Speak with our CEO Mark A. Browne today at +1 617 524 8600 or visit our LinkedIn page.

Companies are on the hunt for vacant land in Mexico to build industrial parks and logistics centers. According to Bloomberg, Prologis recently acquired an industrial park in the city of Monterrey for US$37.2M. A plan by Tesla to build a gigafactory in Mexico has increased investors’ focus on the Monterrey region.

Mexico Real Estate

Commercial real estate in Mexico is seeing a surge of investor interest as more and more companies relocate their supply chains out of Asia and closer to the US. A Prologis executive says the land for its planned Monterrey industrial park is located in one of the “most attractive” regions of Mexico.

More Investments Planned

Prologis said it will invest US$75M in land acquisitions in Mexico this year, according to reporting by Bloomberg. According to a recent study by Mexico’s leading technology institute, the Mexico states of Nuevo Leon, Chihuahua, Baja California, Coahuila, Tamaulipas, Jalisco, Queretaro and Guanajuato are proving the most attractive to investors. Barriers to continued growth in Mexico as nearshoring attracts more and more companies include insufficient energy supply and high crime rates.

Monitor important news of your industry with expert news coverage analysis from Latin Media Monitor. Speak with our CEO Mark A. Browne and watch this YouTube video for his recent interview.