Clipping, one of the foundations of the press officer profession, is one of several ways to measure and evaluate communication and can have a strategic role in your compny. How? We explain.
Clipping is about the selection, collection and analysis of the published news about a company and/or its area of activity in the various media. When used strategically, it can bring competitive advantage to your organization, functioning simultaneously as a form of evaluation and as one of the baes for decision making.
It allows to identify all references made to a brand, making it possible to understand how the brand is seen and represented, to anticipate problems and the beginning of a crisis, which allows to better manage your brand reputation. In addition, if you also carry out the clipping of the sector in which the brand is inserted, there is the possibility of keeping abreast of trends, monitoring what is done by competing companies and brands, and monitoring the political and economic environment, which can have a direct impact on your brand.
However, for these advantages to be exploited, it is not enough to identify and collect journalistic content. It is necessary to analyze them both quantitatively and qualitatively. So, let’s see how to enhance the strategic aspect of this tool, through a series of steps.
1 – Define the objectives – Before starting to monitor the published news, it is necessary to define objectives, since they are the ones that will allow to identify what will be followed through clipping.
2 – Choose keywords – Based on the objectives, define the metrics or the keywords, which will be the basis through which the search will be made in the various media to find the contents.
3 – Do the clipping – Usingkeywords, monitor the various media to identify and collect news. You must monitor the digital media, the press media, like journals and magazines, and the audiovisual media, like television and radio.
4 – Analyze the monitored news – Once the news have been identified, it is necessary to analyze its content.
- The quantitative analysis involves analyzing the number of news, its reach, the area or time it occupies in the medium, and the automatic advertisement value (AAV), which refers to the advertising value equivalent to the space occupied by a news item.
- The qualitative analysis is about the analysis of the sentiment (positive, neutral, or negative) of the published news and identification of the key messages published in them, as well as the comparative analyses of published news about competing brands.
5 – Put it all together in a clipping report – Identifying, collecting and analyzing the published news, it is necessary to group them in a report, which can be done weekly, monthly and/or anually. These are the reports that will allow you to take an overall view of your brand results, its representation in the media, and its reputation, which can be crucial for decision making.
It is possible to keep up with what is said in the media about your brand through clipping. But this tool, when used strategically, can bring, as we have already explained, even more advantages to your company. What are you waiting for?
By Sofia Neves, assessora de imprensa na Media em Movimento