The instant nature of communication has seen the media cycle being driven by social networking with broadcast, online, and print building from there. But while mobile penetration has driven this growth, it cannot rival broadcast media in terms of reach.
In South Africa, there are numerous mainstream and community radio and television stations reaching millions of people. This makes broadcast still the prime media of choice to reach the mass market. Radio is also an important commuter medium. This is not to say that broadcast is more important than social. One should instead view it as a case of both having an influence in the local market but for different reasons.
Broadcast monitoring becomes a vital weapon in the armoury of the public relations agency looking to showcase to clients the impact that media campaigns have had. However, there are also degrees of monitoring and analysis that one need to be cognisant of.