Chapter 5. Better Monitoring for PR 2.0

With the responsibility of communicating to your customers comes the tedious and very time-consuming job of monitoring to evaluate the effects of this communication in the market. However, once you select the right monitoring and measurement tools, it’s a lot less difficult of a job. Once again, the Internet is there to help you effectively accomplish what could be a daunting task. Can monitoring be arduous? Sure, but only when you haphazardly gather information, don’t organize it properly, and don’t know how to evaluate it against your communication efforts. Similar to a research program, you can’t let an overabundance of data paralyze you. There are proven ways to gather, analyze, and report on your data. ...

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