In all the discussion of PR and media consolidation, there’s one important area we haven’t yet touched on -”listening” and the tools available to us to monitor and analyze happenings that we can use to place more relevant content. It’s a topic we’ve talked about a lot recently at Topaz — and one others are focusing on as well. Sam Whitmore just touched on this — and that’s what got me thinking about the connection to our “PR and media consolidation” topic. Monitoring has long been an important part of Topaz’s approach to PR — when we “trendjack” (use breaking news and issues as a launch-pad for a proactive media pitch), it’s essential to have early and comprehensive access to the “trend” as it makes for a more compelling and pitch-able story. The same is true with the kind of content placement we’ve been talking about on this blog, in our newsletter (if you haven’t seen this let us know and we’ll sign you up) and our Topaz podcast (soon coming your way). Monitoring tools — both social media and traditional — can help us make the articles, blog posts and other content we’re developing and placing more relevant and, as a result, more interesting. So it’s important to find and use the right tools. I won’t go into that here — I’ve gone on long enough — but Sam and others here at Topaz can shed some light.

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