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Monitor

Media and social monitoring, issue detection, sentiment analysis, campaign measurement, and stakeholder reporting: the always-on intelligence that feeds the next cycle.

New to this phase? Read the Monitor reference

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10 templates

35 minutes Intermediate Monitor

Competitive Intelligence Monitor

Regular, structured tracking of competitor communications activity to identify shifts in positioning, messaging, channel behaviour, and narrative, so you can anticipate, respond, or differentiate.

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25 minutes Starter Monitor

Earned Media Report

A structured monthly or campaign-period analysis of PR and earned media coverage: what ran, where, with what tone and messaging accuracy, and what it signals about your media relations effectiveness.

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45 minutes Intermediate Monitor

Quarterly Comms Review

A structured end-of-quarter review of the whole communications programme (across all channels, campaigns, and activity) that evaluates performance, extracts learning, and sets priorities for the next quarter.

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40 minutes Intermediate Monitor

Sentiment Deep Dive

A structured framework for going beyond surface-level sentiment scores to understand why sentiment is moving, who is driving it, and what it means for how you communicate, used when a shift or pattern demands deeper analysis.

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30 minutes Intermediate Monitor

Campaign Performance Review

Evaluate what your campaign delivered, why it performed as it did, and what you should do differently next time – in a structured format that's useful for both internal learning and stakeholder reporting.

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22 minutes Intermediate Monitor Featured

Insights to Actions Template

Framework for converting monitoring data and observations into specific, executable decisions that drive communications strategy and messaging adjustments.

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24 minutes Intermediate Monitor Featured

Issue Log Tracker

Risk management system that captures emerging issues, tracks their progression, and determines escalation level to guide response intensity and resource allocation.

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27 minutes Intermediate Monitor Featured

Monthly Stakeholder Update

Executive reporting format that translates monitoring data and communications activity into Board or senior stakeholder briefing, balancing transparency with strategic narrative.

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24 minutes Starter Monitor Featured

Simple Comms Dashboard

Visual snapshot of key communications metrics in one place, designed for quick executive briefings and team accountability without overwhelming complexity.

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23 minutes Starter Monitor Featured

Weekly Monitoring Brief

Systematic approach to tracking media mentions and social conversation to identify emerging trends, sentiment shifts, and response opportunities.

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Applied Comms With AI

Applied in this phase

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Frequently asked questions

Can AI do media monitoring and sentiment analysis?
AI tools handle the volume: tracking mentions and scoring sentiment across news and social. Treat automated sentiment as a signal, not a verdict, and spot-check before reporting. These templates give you a structure for turning that raw data into decisions and stakeholder-ready reports.
What's the best way to report communications performance to stakeholders?
A consistent format that connects activity to outcomes, not just coverage counts. The Monitor templates (earned media reports, monthly stakeholder updates, and dashboards) give you a repeatable structure that works on top of any monitoring tool's exports.
How often should a comms team run a monitoring brief?
Weekly for live tracking, monthly for stakeholder reporting, and quarterly for a full programme review. The templates here cover all three cadences so nothing important slips between reports.

More in the Learn hub: live sessions and their write-ups, the 5-phase framework, and training.