Media Monitoring Analysis Reports: What Are They and How to Create Them?

Krzysztof Wróblewski
July 17, 2020 ・ 10 min read

PR professionals have to present the results of their work. They have to do it to prove that their efforts deliver expected results. However, preparing reports containing a lot of stats and data can be an overwhelming task and cost you a lot of time and effort. Fortunately, thanks to media monitoring tools like Brand24, you get the ability to create a media monitoring and analysis report in a few minutes.

Media monitoring will provide you with a lot of raw data. As a PR professional, you have to sift through the data and analyse them.

Creating a media monitoring report will help you with the process. Before you start creating a monitoring report, you need to decide why are you creating the report in the first place?

The type of media monitoring report will determine the data you need to analyse. Creating media monitoring report will help you sort the wheat from the chaff and identify the most actionable insights for your next PR campaign.

Creating powerful, insightful, and useful media monitoring reports can be you secret weapon. Read how to prepare a media monitoring report as a PR-reporting master!

Tip: If you’re new to media monitoring and Brand24, find out what exactly media monitoring is and why is it worth your attention.

What is the media monitoring analysis report?

In general, media monitoring and analysis reports collect all the data provided by media monitoring tools like Brand24 in one document. Media report is customisable, and while creating it, you have 100% control over what’s in it.

The report is prepared in PDF format, which makes the document easy to read on every electronic device able to read such files.

Monitor online media and keep track of important mentions! Start 14-day free trial (no credit card required)

What type of data does the media monitoring analysis include?

Ok, I think that everybody can imagine what a report is, so let’s move to the essential elements of the report – data.

First, let’s focus on the sources. Brand24 collects data from:

  • major social media platforms, including Facebook fanpages, Instagram, Twitter, Twitch, and YouTube
  • news sites
  • publicly available newsletters
  • forums
  • podcasts
  • blogs
  • forums
  • other public webpages

Brand24 is one of the most robust and affordable media monitoring tools on the market.

The report can present all pieces of data Brand24 tracks. So, you’ll find here such data as:

Summary of mentions including:

• The volume of mentions
• Social media reach
• The volume of positive and negative mentions

screen shot presenting summary of mentions in media monitoring analysis report generated by brand24 media monitoring tool

Mentions by category

print screen showing mentions per category which you can include in your media monitoring analysis report

Numerical summary including:

• The volume of mentions
• The volume of social media mentions
• The volume of non-social media mentions
• Social media reach
• Total number of interactions, shares, and likes
• Total number (and percentage) of positive and negative mentions
• The volume of mentions from blogs
• The volume of mentions from forums
• The volume of videos

screen shot presenting numerical summary of your online performance in media monitoring analysis report generated by brand24 media monitoring tool

Context of discussion

screen shot presenting context of discussion about you brand in media monitoring analysis report generated by brand24 media monitoring tool

Moreover, the report includes such data-based lists as:

• Most popular mentions
• Most active social media profiles
• Most influential social media profiles
• Most influential sites
• Trending hashtags
• Most active countries

Why do you need a media monitoring report?

If you want to prepare an informative, useful media monitoring report, you need to think what the goal of your report is. To make the preparation of a media monitoring report a bit easier, we can distinguish three types of media monitoring analysis reports.

Each type of report, be it marketing, competitor, crisis, or simple monthly report, requires an analysis of different set of data.

In public relations, ongoing reporting will help you monitor your KPIs and manage your goals. Thoroughly understanding your goals will provide you with a better understanding if the general landscape around your company. You will easily identify areas that need improvement as well as areas where you are an unquestionable industry leader.

PR campaign reports

Once you complete a PR campaign, you usually have to report the results to your clients or supervisors. Showing the impact your work had on the overall business goals is one of the most important aspects of a PR campaign.

PR campaign report will indicate what work and what didn’t during the campaign. This report will provide some hard numbers, for example, when it comes to hashtag reach or sentiment analysis around your brand. You will be able to pinpoint the number of people you had reached, which social media platforms generated the highest number of buzz, and what the engagement was.

PR campaign reports will help you prove the value of your work to your C-suite and show the impact of a PR campaign on company’s KPIs.

Competitor analysis reports

Knowledge is power. The more you know about your competitors and the landscape you operate in, the better business decision you will be able to make.

Staying one step ahead of your competitors will help you establish your brand as an industry leader which will ultimately affect your bottom line.

While creating a competitors report, track the metrics you would monitor for your brand. Once you gather enough data, you will be able to compare yourself to your competitors.

Crisis reports

We all dread a crisis that has the power of destroying our company. The bad news is, sooner or later a crisis will hit you. There are two pieces of good news.

First, you can prepare for a crisis. A robust crisis management plan will help your brand survive. A crisis report will indicate what works well and what you need to improve. You will be able to spot all the vulnerabilities of your business and prepare for what’s ahead of you.

We explore the different categories of media monitoring reports later on.

The audience of your media monitoring report

To prepare the most informative media monitoring report, consider the audience of the report. What are the most important pieces of information they want to receive?

Are you sharing the results with your colleagues who need a detailed analysis? Or is the recipient of your media monitoring report your supervisor who needs a snapshot of the most important data and insights?

Depending on your audience, you can customise the media monitoring report. Simply choose the elements that will bring the most value to the readers of the report. The brand monitoring tool will do the rest for you.

print screen showing the data you can include in your media monitoring report

Brand24 also allows to add a log of your choice and pick accent colours.

print screen showing where you can add logo and pick accent colour for your media monitoring report

As you can see, generating media monitoring analysis reports in the Brand24 tool is intuitional, easy, customizable, and, what’s most important, takes only a few minutes.

Thanks to the data gathered in one place, you don’t have to search for data and stats in various tools and websites. It allows you to save time and focus more on your daily tasks, marketing initiatives rather than spend hours on creating graphs in Excel.

The report is transparent, presents all the data gathered by the tool, is graphically and visually coherent, which helps in its reception.

Also, the reports allow you to save money. And even earn more.


Let’s take a closer look at the data. The pieces of data, such as the volume of mentions per category, most active sites, and most influential sites, show you where the buzz around your keywords is the biggest. Thanks to that knowledge, we get valuable insight into our brand’s online presence or our competitors’ online marketing results.

Following this lead, you get a clear picture of the strengths and weaknesses of your competitors’ marketing initiatives. You know on which websites and social media platforms your customers (current or potential) are talking about your business, which platforms have a potential for growth and which you’d better leave behind.

This kind of verification of marketing channels may save you a lot of money and effort because, after that, you’ll focus all your forces on channels, which are giving you some valuable return proved by hard data.

Also, maybe you ignored some platforms or websites unwittingly, and, in consequence, you’ve missed a vast group of potential customers?

Thanks to these data contained in the media monitoring and analysis report, you can spot these kinds of groups and approach them.

Who knows, maybe it’s your holy grail?

When can you use a media monitoring analysis report?

Ok, you know that PDF Reports show a considerable amount of data and can save you a lot of time, effort, and money.

But I guess you may now ask me a question:

How and when can I use this report?

I’d divide the answer to this question into two types of use of the media monitoring and analysis reports – external and internal.

By external use, I mean situations when you need to present the results of your work to your clients, contractors, or potential investors. It can be:

  • a PR campaign report
  • a brand awareness report

A report showing the results of your digital PR campaigns for your client.

If you, for example, run a digital marketing agency, preparing such reports for your clients can also make them feel that you care about them, and engage them more in cooperation with you.

Thanks to regular reporting your results, you can regularly verify your PR initiatives, consult the results with your clients in order to work out the best solutions.

What’s more, thanks to the reports, you can discover the weakest links of your client’s campaigns, and propose activities that will improve these areas, which may increase their income.

A report showing the data and stats of your online presence for potential investors or contractors.

Media monitoring analysis reports can be also your ace up your sleeve when you want to attract new clients or investors for your business.

Prepare the PDF Report before meeting with your potential customers to get to know more about their business and show them that you are well prepared for the meeting, and you know what to do and how to do it. By doing this, you’ll be able to prepare an offer perfectly suited to their needs.

When it comes to investors, such a report will show them previous results of your online presence, how popular you are, how your brand is perceived by your customers, etc.

But a well-researched media monitoring report can be a great source of knowledge for your organization.

By internal use, I mean situations when you use the data from the report to verify the results of your PR initiatives and stats such as:

Circulating media monitoring reports within your organisation will help you improve some aspects of your internal communication. Each department can receive the most valuable pieces of information.

For example, customer complaints and reviews are helpful to your customer success team, but it can also be a great asset for the product team. A report filled with carefully selected data will help you determine the direction for improvement of your service or product.

How to prepare a media monitoring analysis report?

Besides the fact that the media monitoring analysis report may sound severe and complex, it takes only a few clicks to generate such a report. And at the very beginning, you need to have a media monitoring project.

In the project creation wizard, add the keywords you’d like to monitor. Think about the name of your company, product, or service, your branded or campaign hashtags.

From that moment on, a media monitoring tool collects all relevant mentions across the Internet.

Generating a media monitoring report is as easy as pie. Just follow the steps:

  1. Choose the project
  2. Go to the PDF creator on the left side of the screen
  3. Define time period
  4. Choose report content
  5. Optionally: choose filters, groups, and quotes
  6. Add logo and description
  7. Pick accent colour

And you’re done! We know 7 steps might seem like a lot but most of the work is done for you.

The most important step in the process is number 4 — choosing the media monitoring report content. Depending on the goal of the report, you should choose different pieces of information.

Media monitoring reports in a nutshell

To sum up, media monitoring analysis reports are beneficial in many areas, such as cooperation with your clients, sales, and results of your marketing initiatives.

Thanks to its insights and stats, the reports may give us a new perspective on our job and show something we missed.

Also, the PDF reports can save you a lot of time and effort because of the easy process of creating them. It takes only a few minutes to generate a detailed data-based report containing the most important stats and insights about your project.


8 Daily Media Monitoring Tips

How much does media monitoring cost?