A couple of years ago, I worked for a nonprofit association on a marketing strategy for one of their projects. One of my tasks was handling public relations and sending out press releases. The project lasted for almost five months, so there was a lot of PR activities involved. Some of the partners/ sponsors on the project were the largest companies in the country. With that being said, it’s logical I had to submit monthly reports on our PR activities. I have to admit I didn’t have much experience at the time and one of the biggest challenges was keeping track of my press releases.

It might sound funny, but at first, this is what my process looked like: I would write a press release, send it to journalists from my press list and google like crazy to see if someone published it.

“What if they misquote me?”

“What if someone put it on the “worst press release ever” list?”

“Is anyone commenting anything on social media?”

Back then, the only way of tracking the distribution of releases was by googling it. And yes, there was a lot of googling going on at the time.

How Mediatoolkit Helps Me Find Press Releases

Right after I accepted the fact that I was going to spend the rest of my life googling, I discovered Mediatoolkit.

It was one of those magical moments involving unicorns and rainbows. A whole new world opened right before my eyes.

Let me begin by explaining a bit about Mediatoolkit.

Mediatoolkit is a social listening tool that tracks all mentions of a company on websites and social media.

The greatest thing about Mediatoolkit is that it takes less than five minutes to find a new mention i.e. all of the tracking happens in real-time! Plus, you don’t have to check the tool all the time either. If you turn on the Alerts, they’ll keep you posted every time your press release is published.

How To Start Tracking Your Press Release 

Mediatoolkit is keyword-oriented, so once you register you need to set up keywords you want to track.  It is really straightforward.

I usually start by setting up the title of my press release. To do so type the whole title of your press release as your keyword. That way Mediatoolkit is going to notify you every time the whole phrase is mentioned.

However, the media outlet will likely rephrase your title to fit their target audience, so sometimes it’s a better bet to simply type the name of the client to make sure you get all the results:


Why Reporting is Just So Much Better

In the first paragraph, I mentioned that I had to submit a lot of reports to our project partners and sponsors. At first, it took me a lot of time to do so, and those reports really used some bad PR metrics. By using Mediatoolkit, my reports were suddenly much richer in data, which made our partners extremely happy.

I was able to present data such as:

  • sentiment towards the campaign
  • total reach
  • total shares
  • virality assessment
  • sources

Now all I have to do is click on Export tab and Mediatoolkit automatically gives me an amazing report on reach, virality, and sentiment, alongside with data on the number of mentions, sources, languages, and data on social interaction – number of shares, comments, likes, and tweets of every mention.

Note that this is a sample report. My project, sadly, was not about pizza.

Bonus: Making Journalists Happy

This whole process of setting up keywords lasts for less than 10 minutes and leaves me with a lot of time to think about other tasks I have to work on. Just imagine how many releases I missed, and didn’t thank journalists for doing me a favor (because all the work was pro bono). And imagine how journalists are happy when they receive this kind of a thank-you-note.

In those few short steps every single release is now in your dashboard in real-time, and there is a bunch of useful data behind every mention!

Updated on 12th of May 2020.

Mediatoolkit is a media monitoring tool that tracks relevant mentions of your brand across the web and social media in real-time.

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