What is media monitoring?

Reputation and communications work: knowing when the company, its executives or its products are mentioned, how the coverage reads, and how much of the conversation you hold against competitors. Modern tools cover news, broadcast, podcasts and social at scale and score sentiment automatically.

Media monitoring starts from a keyword and counts where it appears. Industry intelligence starts from a set of people worth listening to and reads what they argue, whether or not your name comes up. One answers who is talking about us; the other answers what the field is thinking.

No. It does not search the web for a brand name, measure sentiment or report share of voice, and a communications team should not buy it for that. It reads a curated library for each industry and reports the claims made there, each with a link.