Question

For this question you need to read the document “Media Monitoring – What is it all about?”, found in “Additional Resources/Supplementary Portfolio”. Then, using the information provided in the article as a means of inspiration and guidance, consider the following scenario:

As a public relations consultant for McDonald's, you are tasked with developing and
implementing a media monitoring campaign to evaluate the success of the new Shisha Nyama burger that is being launched for South African consumers. In an essay
about 2-3 pages,
discuss the following:
 The mission, vision, and objectives of the media campaign. (10)
 The media platforms that will be used to monitor the campaign, as well as the
advantages and disadvantages of using these media platforms for monitoring purposes.
(15)
 Your operational plan for monitoring the campaign – Basically, how will you go about monitoring the media campaign, and what do you consider as important aspects to monitor for determining whether or not the new burger flavour is a success. (15)

Answer 1

As a public relations consultant for McDonald's, the mission of the media campaign is to evaluate the success of the new Shisha Nyama burger that is being launched for South African consumers. The vision is to use media monitoring to gain insights into the public perception of the new burger flavor and to identify areas for improvement. The objectives of the campaign are to measure the level of engagement and sentiment surrounding the new burger flavor, to identify key influencers and brand ambassadors, and to track the reach and impact of the campaign across various media platforms.

To monitor the media campaign, a combination of traditional and digital media platforms will be used. Traditional media platforms such as newspapers, radio, and television will be monitored for mentions of the new burger flavor. Digital media platforms such as social media, blogs, and forums will also be monitored for mentions of the new burger flavor. The advantages of using traditional media platforms are that they can reach a wider audience and provide more in-depth coverage. The disadvantages are that they can be slower to report news and may not provide real-time feedback. The advantages of using digital media platforms are that they can provide real-time feedback and reach a wider audience. The disadvantages are that they can be difficult to monitor and may not provide in-depth coverage.

The operational plan for monitoring the campaign will involve using media monitoring tools to track mentions of the new burger flavor across various media platforms. The tools will be used to track the volume of mentions, the sentiment of the mentions, and the key themes and topics surrounding the new burger flavor. The media monitoring tools will also be used to identify key influencers and brand ambassadors, as well as to track the reach and impact of the campaign across various media platforms. Additionally, surveys and focus groups will be conducted to gather feedback from consumers on the new burger flavor.

Important aspects to monitor for determining whether or not the new burger flavor is a success include the volume of mentions, the sentiment of the mentions, and the key themes and topics surrounding the new burger flavor. Additionally, it is important to monitor the engagement and reach of the campaign across various media platforms, as well as to identify key influencers and brand ambassadors. Surveys and focus groups will also be conducted to gather feedback from consumers on the new burger flavor.

In conclusion, the media monitoring campaign for the new Shisha Nyama burger flavor will be critical in determining its success in the South African market. A combination of traditional and digital media platforms will be used to monitor the campaign, and media monitoring tools will be used to track the volume of mentions, the sentiment