Integrating PR monitoring into the overall corporate/product marketing function

Abstract

The paper examines how corporate affairs departments can use content analysis techniques. It does so by showing how Precis, the system developed by the author's company, was used to monitor the impact of media coverage in three examples: the disposal of Brent Spar; the management of a corporate brand in an adverse regulatory environment; and a new car launch.

Citation

Hampton, F. (1997), "Integrating PR monitoring into the overall corporate/product marketing function", Journal of Communication Management, Vol. 1 No. 3, pp. 280-288. https://doi.org/10.1108/eb023431