Make use of media monitoring data in your own content production

Media monitoring is an important tool for communications and marketing professionals, not only to monitor a company's reputation and brand, but also to gain valuable information for developing your own content strategy. But what should be considered when quoting and referring to other sources?

For example, you can use media monitoring in content production in the following ways

  • Media monitoring allows you to identify current trends and topics that people are talking about. This allows you to create topical content that appeals to your target audience.
  • By using the results of media monitoring, you can demonstrate your expertise in the field. By sharing your insights and analysis of topics in the media, you strengthen your position as a trusted, up-to-date player.
  • You can find out what the media are saying about the issues that matter to you, so you can tailor your own press releases and other outputs to take account of previous coverage.
  • By monitoring the media attention and responses of your competitors, you can identify their strengths and weaknesses. This will help you develop your own content strategies and differentiate yourself from the competition.

How do laws and regulations define the right to quote?


When using the results of media monitoring to create your own content, it is important to comply with the laws and regulations on quotation and citation. The right to quote is based on copyright law and usually requires proper attribution of the source material. Here are some important considerations:


  • Cite the source: When quoting or referencing content created by someone else, such as an article or news story, always clearly cite the original source. This shows respect for the original author and helps avoid copyright infringement.
  • Short quotations: Copyright law allows short quotations to be used without permission, as long as the source is acknowledged. This could be a few sentences or a paragraph of the original text with a reference to the source.
  • Transformative use: If you use a quote as part of your own analysis, criticism, parody or news reporting, you may have more leeway from a copyright perspective. You should still acknowledge the source.
  • Commercial use: Quoting for commercial purposes often requires more discretion and may require separate permission from the original author. For example, you cannot copy an editorial article for your own company blog without permission, even if the text refers to your company.

By following these principles, you can make effective use of media monitoring results to support your own content production - while respecting copyright and complying with the law.



A checklist for using media monitoring in content production

  • Strengthen your expertise by monitoring your current affairs: Keep up to date with debates and trends and build your reputation as an up-to-date expert.
  • Tailor your content based on previous coverage: create media releases and content based on previous news and discussions.
  • Extract competitive intelligence from the public: analyse the media coverage your competitors have received and use their strengths and weaknesses to inform your own content strategy.
  • Respect copyright: Remember to acknowledge the source clearly and use quotations judiciously. Make sure you use clear quotes and proper attribution. Follow the law and show respect for original authors.
Laws and guidelines on the above may differ between the Nordic countries. But regardless, it is always good to follow the above recommendations in order to be perceived as credible and transparent. 

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