Sajtókövetés

Sajtókövetés, a Hungarian term, translates to "media monitoring" or "press tracking" in English. It is a systematic process of observing, collecting, and analyzing media coverage related to a specific entity, topic, or individual. This entity could be a company, a government agency, a public figure, a brand, or even a particular issue or event. The primary goal of sajtókövetés is to gain insight into how the subject is being portrayed in various media channels, including newspapers, magazines, online news portals, television, radio, and increasingly, social media.

The process typically involves identifying relevant keywords, sources, and timeframes for monitoring. Specialized software or services are often employed to automate the collection of articles, broadcasts, and online mentions. Once the information is gathered, it is analyzed to identify trends, key messages, sentiment (positive, negative, or neutral), prominent voices, and the reach of the coverage. This analysis helps stakeholders understand public perception, identify potential reputational risks or opportunities, track competitor activity, and measure the effectiveness of their communication strategies.

Sajtókövetés is a crucial component of public relations, corporate communications, market research, and political analysis. It provides valuable data that informs strategic decision-making and allows for timely responses to emerging narratives. By understanding what is being said about them, organizations can proactively manage their public image and engage more effectively with their audiences.