Medium observation is a service for public work and Public relation. It documents the operational readiness level of search words or topics in as representative a one as possible medium-SAM-polarizes. Thus communication goals can be controlled and changes in the public opinion in time be recognized.

In practice the communication department of an enterprise assigns an enterprise specialized in it, the medium observer, the documentation of a certain keyword or topic in the mass media. Here a differentiation developed and often also a specialization after printed media, on-line media as well as radio and TV-transmissions. The documentation takes place as Clipping, from the newspaper cut the article or cutout, with audiovisual media as contribution on music or video home system cartridge. Lately strengthen digital formats have themselves interspersed. Possible also the supply is as flow text or as edited version (Abstract).

The medium observer accomplishes the search traditionally by hand by lectors or electronically by search inquiries in a full text. Due to the synergy effects a medium observer can work by far more economically than an individual communication department or an PR-agency. The number of the observed medium titles usually goes into the thousands.

As Produktvariante to the Clipping the press mirror is possible. Here an Abstracts overview, on paper or digitally in the Internet/Intranet, is made with that respective source data and gereiht meaningfully. The client receives thereby a fast daily overview in particular with extensive communication requests. An electronic press mirror is usually put to the entire management at the disposal. As coworker press mirror it fulfills tasks also to in-plant communication.

The Clipping serves in addition as basis of the medium resonance analysis. Here a statistic dressing of the medium operational readiness level takes place according to quantitative and contents-analytic criteria such as range and representation quality.

The classical medium observers, those as cutout services already in 19. Century developed, received lately strengthens competition by the publishing houses of the newspapers themselves, which aim at a secondary marketing of their contents over again created joint undertakings. These joint undertakings usually offer a full text search in extensive newspaper archives, which is not possible for the medium observers for copyright reasons. On the other side the classical medium observers supply substantially larger medium variety and clearly better search results than a pure reference search.

With amending copyright in the context of the European Union harmonization the publishing houses in addition requirement on a remuneration for the use of its articles raise. While the Lizenzierung for a use with high duplication rate is as undisputed with the electronic coworker press mirror, the PR-federations argue that the publishing houses cannot announce by any means copyright requirements on self-initiated articles. In addition the remuneration in Germany becomes enter above not from an exploitation corporation, but from a joint undertaking of the publishing houses in direct competition. At present the actual legal situation is ausjudiziert. In the discussion stand themselves in addition the right of the factory protection force and that the free information opposite. It is to be expected that European-wide a fundamental license obligation acknowledgment finds.

With the prognosticated differentiation at the medium market in the future a clear increase of the demand of medium observation might accompany. Most urgent topic of the industry is at present the European integration and harmonization of the structures national grown.

Articles in category "Medium observation"

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