Is your change-making organisation interested in securing a regular stream of high-quality media coverage? If so, thinking up a creative pitch which positions your work as newsworthy is not the primary step, nor is building a list of reporters in order to reach out to. Before you even think about your angles, you need to conduct a thorough media audit in order to determine your opportunity relative to your competitors.
What Is A Media Audit?
The term ‘media audit’ is an independent third-party review of a company’s media-buying costs. Advertisers employ media auditors in order to ensure that the money which they have set aside for advertising is being spent sensibly. Media audits verify media delivery as well as placement on a media-by-media basis.
The media auditing process gives the advertiser assurance that they are obtaining fair value from their advertising spend and if not, offers the necessary information in order to negotiate better terms.
Media auditing is utilised in print media, television, radio, outdoor, digital as well as other media channels. Media auditors may provide a competitive advantage to advertisers as well as agencies by allowing them to track and analyse the operation of their advertising across multiple media channels.