Building Keyword Tracking Systems Across Media Outlets

Course Overview

The first version of a story about media keyword tracking tends to become the reference version. Credibility in the practice within communications and media practice is spent quickly and rebuilt slowly. What blocks progress on the wider communications and media practice agenda is usually unclear ownership rather than unclear intent. They acquire practical criteria for judging when media keyword tracking is working and when it is only appearing to. Exercises escalate in difficulty, ending with the ambiguous situations that make this strand of communications and media practice hard in practice. Practitioner evidence points the same way: the practice within communications and media practice improves fastest where responsibility for it is named and owned. It treats media keyword tracking as an operating discipline and equips participants to run it as one. It is written for people who have to make this aspect of communications and media practice work with the resources they already have. It ends with a prioritised list of changes to the wider communications and media practice agenda that the participant is prepared to defend internally.