Public Relations

Media Monitoring and Analysis

Media monitoring tracks what is said about an organisation, while analysis turns coverage into insight. This course covers monitoring scope, tools and services, coverage analysis, share of voice, message penetration, sentiment, evaluation frameworks and reporting results to management.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Counting clippings says little about impact. You will learn to measure and report media coverage meaningfully.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Monitoring setup exercises, coverage coding, analysis workshops and report writing.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Define media monitoring scope
Select monitoring tools and services
Analyse coverage quality
Measure share of voice and message penetration
Apply evaluation frameworks
Report media analysis to management

Target audience

Who should attend.

This course is suitable for:

PR and media relations officers
Communication analysts
Press office staff
Communication managers
Research staff

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Monitoring setup
Coverage coding
Share of voice
Evaluation
Reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Monitoring

09:00–10:08Purpose
10:08–11:00Scope
11:00–11:30Coffee break
11:30–11:45Scope (continued)
11:45–12:53Sources
12:53–14:00Exercise

Day 2Tools

09:00–10:08Monitoring services
10:08–11:00Search set-up
11:00–11:30Coffee break
11:30–11:45Search set-up (continued)
11:45–12:53Alerts
12:53–14:00Hands-on

Day 3Analysis

09:00–10:08Coverage coding
10:08–11:00Tone
11:00–11:30Coffee break
11:30–11:45Tone (continued)
11:45–12:53Message penetration
12:53–14:00Exercise

Day 4Evaluation

09:00–10:08Share of voice
10:08–11:00Evaluation frameworks
11:00–11:30Coffee break
11:30–11:45Evaluation frameworks (continued)
11:45–12:53Moving beyond AVE
12:53–14:00Workshop

Day 5Reporting

09:00–10:08Dashboards
10:08–11:00Insights
11:00–11:30Coffee break
11:30–11:45Insights (continued)
11:45–12:53Recommendations
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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