Recent media requests from the Drakenstein Municipality for submissions of quotes for media monitoring services has drawn attention to the role of media and communications in its work (and that of other municipalities).
The requirements for submitting such a quote cite a price class of between R30 000 and R200 000 (including VAT) in the period 1 April-30 June.
Paarl Post was keen to know more about the municipality’s need to monitor such activity as well as the workings of its Marketing and Communications division and the nature of its work.
The municipality’s Communication and Marketing Manager, Riana Geldenhuys, had this to say: “It is international best-practice for any large organisation to have a professional media monitoring and analysis service on board,” she explained.
“As the largest municipality in the Western Cape outside of Cape Town, and one of South Africa’s 39 secondary cities, it is imperative for Drakenstein Municipality to have a professional media monitoring service in place.”
Geldenhuys further explained such a service would assist the municipality in ensuring effective brand management and awareness raising, and in issuing proactive media statements and pitches as well as in building relationships with key opinion leaders, social media influencers and with media who regularly cover municipal news.
“Not only does a media monitoring and analysis service track news coverage, brand mentions and sentiment, and emerging industry trends, but it also informs future communication and marketing decision making and strategies. [It also] measures communication and marketing return on investment (ROI).”
Why would media monitoring not be performed by the municipality’s communication department as it exists and performs in its current form/capacity?
“The municipality’s Communication and Marketing division consists of four staff members (a manager and three public relations officers taking care of media liaison, marketing, branding, website, online communication, newsletters and photography).
“While some manual media monitoring can be done by staff members to an extent, it would be too limited, single-layered and inadequate for a large brand such as Drakenstein Municipality.”
Geldenhuys says it’s very important, especially in view of the complicated, fast- and ever-evolving nature of digital media. “It is an integral part of today’s media landscape,” she pointed out.
Is this a formal tender accounted for by the communication division’s current budget?
“Its budget does make provision for this service,” Geldenhuys explained.
- Heleen.Rossouw@paarlpost.co.za
