As organisations grow, so does their presence in the community, national and even international media. This can be an effective tool for measuring impact, and also great to document what has been said about your organisation. It also helps give clues about what angles get picked up by readers, what are "hot topics" and where your information is being read.
But what are the best ways to do this? At APC, we've developed a fairly simplistic tool that allows us to track where our name has come up through Google alerts. We create the alerts using key words and phrases such as "Take Back the Tech!" and "Association for Progressive Communications", and later insert information on the newspost into this spreadsheet. We include relevant information such as the Source, author name, type of publication and Country (or online in many cases), the type of publication (is it a specialist publication? Is it a national newspaper? Is it an NGO network source?) and include a link to the article.
What to do once you've tracked your presence
It's important to do yearly reports, if not bi-annual and quarterly media reports. This is especially true for larger organisations that receive a fair amount of coverage however, this tool can get large, awkward and time-consuming to manage. The reporting allows us to evaluate where we have the most impact as an organisation, and what issues are getting picked up by readers, as well as the type of reader you are reaching out to. Once the entries can be categorised and visualised into graphs and charts, it gives a much better picture of your media outreach and can help pave a way forward for your communications and outreach strategy.
What sort of monitoring do you do? Are there any ways to make this process more efficient?