Media management tools offer you access to a wealth of information before, during and after your public relations campaign. Database technology makes it possible to pinpoint specific types of media around the world and receive targeted media leads. And sophisticated monitoring and measurement tools offer unprecedented insights into not only where your news has appeared but also how consumers and media are interacting with your story. The key to success with media management tools is understanding how to determine the right media audiences, how to use keyword tracking to monitor your pick ups in print and online, and how to analyse the in-depth reports generated so you can learn valuable lessons and take the appropriate actions to optimise your next campaign. The content of the book conform to the specified syllabi of several universities and colleges. The book is carefully edited and structured as such that the presentation of the subject, the order of topics and the treatment is well-suited to students and teachers of the subject.