Clarify the difference between capture, analysis, and strategic insight.
Press monitoring captures coverage
Press monitoring is the capture and distribution of coverage mentions. It answers what was said and where.
It is the necessary foundation but not the end state.
Media monitoring adds structure
Media monitoring adds tagging, filtering, and alerting to make coverage actionable.
It turns raw coverage into a workflow that teams can use daily.
Media intelligence adds analysis
Media intelligence goes further by connecting coverage to outcomes, benchmarking competitors, and identifying patterns over time.
It should be used for strategy reviews, planning, and leadership decision-making.
Choose the right level for the moment
Not every team needs deep intelligence every week. Match the effort to the decision cycle.
Most organisations start with monitoring and grow into intelligence once reporting discipline is strong.