by Kerry Martin
When a client recently asked our team for recommendations on a valuable clipping service to use, it made me realize that we sometimes take for granted the tools at our disposal for monitoring press coverage of our clients.
It is so important to find out what is being said not only in traditional media such as newspapers and TV programs, but also social media, message boards and other online sources. Whether you pay for a paid clipping service or use Google alerts to send on mentions of clients, you should also include searches that cover the general industry, key figures and even competitors.
Funnily enough, I did glean one more helpful tip for managing the online reputation of a brand from the HBO show Veep: check nicknames, too. On the show, the chief of staff and press secretary have to explain to Vice President Selina Meyer that they monitor numerous nicknames for her including: “Wicked Witch of the West Wing,” “Blunder Woman,” “Selina Meh,” and my personal favorite “Voldemeyer.”
While most of our clients aren’t national or high profile brands, it did give me pause to wonder what might be left out of our reports if we aren’t searching for mislabeled titles, secondary terms and even nicknames.
That’s just one more Google alert to add to the mix.