---
name: asgard-ai-platform/pr-media-monitoring
source: https://app.decimal.ai/s/asgard-ai-platform-pr-media-monitoring@1/SKILL.md
source_sha256: a7d00861ad2a
---

# Media Monitoring

## Framework

```
IRON LAW: Monitor for Action, Not Just Awareness

Media monitoring that produces weekly reports nobody reads is waste.
Every monitoring setup must have TRIGGER ACTIONS defined: if sentiment
drops below X, alert the PR team. If a competitor launches a campaign,
notify marketing within 24 hours. No triggers = no value.
```

### Monitoring Dimensions

| Dimension | What to Track | Tools |
|-----------|-------------|-------|
| **Volume** | Number of mentions over time | Google Alerts, Mention, Meltwater |
| **Sentiment** | Positive / Neutral / Negative ratio | Brandwatch, Talkwalker, manual coding |
| **Share of Voice** | Your mentions vs competitors' mentions | Industry reports, custom dashboards |
| **Source** | Where mentions appear (news, social, forums, blogs) | Platform analytics, social listening tools |
| **Influencer** | Who is talking (reach, authority) | BuzzSumo, social platform analytics |
| **Topics** | What themes/keywords are associated with your brand | Keyword clustering, topic modeling |

### Setup Steps

**Phase 1: Define Keywords**
- Brand name + common misspellings
- Product names, CEO name, key executives
- Competitor brand names
- Industry keywords (for context)
- Negative keywords to exclude irrelevant results

**Phase 2: Select Channels**
- News (traditional media, online news)
- Social media (Facebook, IG, X/Twitter, PTT, Dcard for Taiwan)
- Forums and review sites
- Video (YouTube, TikTok)
- Podcasts (emerging channel, harder to monitor)

**Phase 3: Set Triggers**
| Trigger | Threshold | Action |
|---------|-----------|--------|
| Negative sentiment spike | >20% increase in 24hrs | Alert PR manager immediately |
| Competitor product launch | Any mention | Notify marketing team |
| Influencer mention (>10K followers) | Any mention | Evaluate for engagement opportunity |
| Crisis keyword detected | "recall", "lawsuit", "scandal" + brand | Activate crisis protocol |

**Phase 4: Reporting Cadence**
- Real-time alerts for crisis triggers
- Daily digest for PR team
- Weekly summary for marketing leadership
- Monthly report for executive team (volume, sentiment, SOV trends)

## Output Format

```markdown
# Media Monitoring Report: {Brand} — {Period}

## Summary
| Metric | Current | Prior Period | Change |
|--------|---------|-------------|--------|
| Total Mentions | {N} | {N} | {%} |
| Sentiment (Pos/Neu/Neg) | {%}/{%}/{%} | ... | ... |
| Share of Voice | {%} | {%} | {±%} |

## Top Mentions
| Date | Source | Headline/Summary | Sentiment | Reach |
|------|--------|-----------------|-----------|-------|
| {date} | {outlet} | {summary} | +/0/- | {est. reach} |

## Alerts Triggered
| Date | Trigger | Action Taken |
|------|---------|-------------|
| {date} | {what happened} | {response} |

## Competitor Activity
| Competitor | Mentions | Key Activity |
|-----------|----------|-------------|
| {name} | {N} | {what they did} |

## Recommendations
1. {action based on findings}
```

## Gotchas

- **Sentiment analysis is imperfect**: Automated tools misclassify sarcasm, industry jargon, and context-dependent language. Manually review a sample weekly to calibrate.
- **PTT/Dcard matter in Taiwan**: For Taiwan brands, PTT and Dcard are critical channels that many international monitoring tools don't cover well. Consider local tools or manual monitoring.
- **Volume spikes ≠ crisis**: A viral meme mentioning your brand positively creates a volume spike. Don't panic — check sentiment before escalating.
- **Competitor monitoring is legal and ethical**: Tracking public mentions of competitors is standard practice. Accessing private data or impersonating competitors is not.

## References

- For crisis escalation protocol, see the pr-crisis-response skill
- For Taiwan-specific media landscape, see `references/taiwan-media.md`