Media monitoring has evolved beyond a package of clippings that arrives on your desk the week after a launch. With online communications proliferating daily, communicators – and government communicators are no exception – need to keep their ear to the ground, listening for media mentions, social media conversations and online news.

But listening is only half the battle. Reporting on and analyzing your monitoring results can help you detect trends, nip a crisis in the bud, or adjust your communication strategy on the fly.

The Canadian Air Transport Security Authority (CATSA) uses MediaVantage for monitoring and reporting. Here’s what Mathieu Larocque, CATSA’s Senior Advisor, External Communications, had to say about why reporting is crucial to their team:

“Monthly reports that we produce using MediaVantage are an integral part of our dashboard reporting approach. We use the information to evaluate and adjust both our proactive and reactive media relations strategies. They are also used more broadly to evaluate the work of our branch. The data generated by MediaVantage is incorporated in a larger dashboard that includes many other indicators. The reports are also used at the end of each proactive campaign to evaluate reach and the overall effectiveness of a specific campaign. Likewise, we also use the reporting function to analyze a particular situation or episode related to our operations.”

For more on how reporting on monitoring results can give you the intelligence to analyze why and when to adjust your strategic communication plans, download our white paper, Continuous Measurement and Analysis.