How Do You Monitor for Mentions on Podcasts [PR Tech Sum No. 18]

PR technology summary: new podcast monitoring option from Critical Mention; Cision updates its media contact database

More than 100 million Americans listen to podcasts monthly, according to The Infinite Dial 2020 by Edison Research. That’s up roughly 5% from the same study last year and adds to the slow and steady growth of the medium.

The growth presents both an opportunity and a challenge for PR. The opportunity is another potential source for earning coverage – even as traditional media relations gets harder. The challenge is unless the show also publishes show-notes or a transcript, it’s easy to miss a mention.

TVEyes was the first to offer podcast monitoring. Many of the media monitoring tools are the market offer podcast monitoring through a third-party partnership with the company. Now there’s another option – and that’s the first story in this month’s PR Tech Sum.

1) Critical Mention adds podcast monitoring

Critical Mention says it added podcast monitoring to its emerging suite of products. “The new feature will allow customers to monitor brand mentions on thousands of the most popular podcasts,” according to a press release.

The company has traditionally had a strong offering in media monitoring including broadcast monitoring. That specialty comes with additional tools that will also be useful for podcasts. This includes the ability to edit clips, and “speech-to-text technology” for searching keywords.

The podcast monitoring functionality is homegrown – a spokesperson confirmed by email. It also builds on an earlier announcement last year when the company added YouTube and some podcasts to its monitored sources.

The company has been working to expand beyond media monitoring too. It added a media database to its product line earlier this year.

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2) Cision makes media database improvements

Cision announced updates to its media database aimed at facilitating “relationship management” for PR. The announcement says the product is “brand new” and names improved searches, filters, news-linked profiles and list building as among the key features. The new product also offers integration to “Office365 or Google Workspace to send and record emails to the media and keep a centralized record” of team communication.

“Media profiles now provide supplemental information about reporters and influencers including their latest social media activity, recently published articles and article reach, empowering communicators to personalize pitches for improved earned media results,” according to a company blog post.

Separately, Cision said it’s Falcon.io business is now supporting Instagram Messaging, which will provide a “unified inbox” for customer service teams with “high-volume” messaging. The announcement also noted the company is adding analytics for Instagram messaging.

“Businesses and people are messaging with each other more than ever, and Instagram is an important channel to connect with customers and build relationships,” said [Facebook] Messenger Vice President of Platform Partnerships Konstantinos Papamiltiadis in the announcement.

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3) PR tech mentions

Reputation mentioning company RepTrak has tapped Onclusive for media monitoring. RepTrack monitors “seven key drivers of reputation” one of which is media coverage. Onclusive will supply the media monitoring data for that component.

Muck Rack launched a “job update” feature that will alert you when a reporter on your list changes beats or publications. PRWeek reported, “anyone can view the Muck Rack feed of featured job updates from the past day with no login required.” Also, see this new PR tech briefing on Muck Rack.

Meltwater has the “happiest employees,” according to a third-party survey by Comparably, which “compiled from 10 million employee ratings across 60,000 U.S. companies.” The company says the “award speaks to Meltwater’s creativity, flexibility, and continued focus on personal and professional development during these challenging times.” The company is hiring in North America.

Signal AI rolled out a new website and logo. “Signal AI is now in a new chapter as a company, and the new logo and website marks this new era of ambition and evolution,” said John Brock who leads brand and creative for the company.

Don’t miss this short interview about the SEMrush acquisition of Prowly.

4) Picks from the trade pubs and vendor blogs

Below are some links to blogs and articles that stood out for me in pursuing the PR tech vendor blogs and PR trades.

a) PR confident in “advising on DEI, but lack budget and training” via Muck Rack

“40% said their organization has not allocated budgetary resources for PR toward DEI work.”

b) The Evolution of PR & Marketing via Burrelles

“As Stuart Smith, Chief Marketing & Growth Officer at Caulipower said in the webinar: ‘I believe in the muscle that PR can bring to an idea. I don’t think any idea should see the light of day from marketing that hasn’t been touched by a PR person because I know that they can add value.’”

c) How to Do Public Relations for a Startup in 2020 via Business Wire

“Know your media. Anthony Ha noted, “I have yet to meet a CEO who didn’t want a big story about their company in the New York Times.” But rarely are these national publications the main news source for their startup’s product buyers. Allocate your time and resources wisely. Focus your PR efforts on the publications, reporters, experts and audiences that drive directly to your top goals.”

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Do you work for a company that develops PR technology or PR software for the public relations profession? Here’s how to get a mention.