We recently launched our Agricultural Media Monitoring Service, which includes the monitoring of 14 different AG Radio Networks across the US. One of our first clients was a large crop science company. They were doing a succession of radio media tours, as well as introducing several products that had just received EPA approval.
Over the course of a four month period, we tracked all of the AG stations, along with more than 600 other stations in the US. Somewhat surprisingly, mentions outside of the AG networks were extremely rare. Though it was admittedly a time when politics and pandemic were monopolizing the news, the EPA approvals were extremely important and buzzworthy news for farmers and the AG industry in general.
Another surprise was one that pleased our clients – that was the frequency of mentions outside of the anticipated time range. After the press release was distributed and interviews conducted, they anticipated coverage over the next 1-7 days. Coverage continued for 10 days or more after the trigger events, however.
Though not as pleasantly surprising, we informed our clients on several occasions that taped interviews did not air on the stations that recorded them (whether they’d been given a day/time or not). This information, however, allowed them to follow-up with the stations. As a result, they learned why the coverage had not aired. More importantly, it allowed them to prompt the stations to reschedule the coverage at some near-future date. If our monitoring had not been verifying their coverage, they would have taken everything at the word of the station (or RMT vendor) and moved on. This would mean they would have missed out on the valuable exposure that they’d planned and worked so hard to obtain.
Since launching this service, we are amazed and impressed by the depth and value of coverage by these mostly rural radio stations. These stations, not monitored by any other service, play a key role in the lives of one of America’s most vital workforces…our farmers. We look forward to learning more and delivering exceptional media monitoring value to PR professionals who work at or for Agricultural businesses.
Are you an Agricultural business or a PR professional who works with an AG business? We’d be thrilled to give you a complimentary 10-day radio monitoring trial. We do all of the work for you. All you need to do is call Tena Hermance at 248-320-5475 or email her at firstname.lastname@example.org