About three decades ago, when PR was still in its infancy in the region, the one indispensable tool for media mapping was the humble ruler. Measured in column centimeters, coverage of news – or the amount of ink on paper – was the only way to identify impact, and it also served as the primary means for public relations agencies to justify their revenue.
Media intelligence was largely unheard of, and aside from cultivating relationships with journalists, there was little genuine understanding of the media landscape beyond a constantly updated Excel sheet of contacts.
Over the years, with social media – and now Generative AI – redefining the rules of media engagement, media intelligence has
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