Press clippings: Valuable if managed properly

How to monitor what the press says about your company or client

“All I know is what I read in the newspapers.”

That famous observation, from American humorist Will Rogers, aptly describes the relationship of many people to the media. They believe what they read and they rely on newspapers—and now television and the Internet—to shape their perceptions.

The implications are obvious: It’s imperative that you know what’s being said about your company or your client. That often means tracking media sources and clipping or saving relevant articles.

But a strategy that focuses too heavily on quantity—the number of outlets that cover a story, for instance—could miss the big picture.

Clippings: What are you doing?

Join the MyRagan discussion on how communicators gather press clips.