Yes, that's the name of my new book. (In stores March 2011) But it is also a philosophy that we at KDPaine & Partners have espoused for a long time. Too many clients come to us thinking that they need to capture EVERY SINGLE MENTION of their brand that happens anywhere. In reality, in today's media environment, it just isn't possible. Even Google only reportedly captures 80% of what is out there. So using the best of the spiders you're probably missing at least 20% or more of what is out there just because it hasn't been indexed. Then assume you'll miss another 10% because people are talking about you but are spelling your name wrong, or using an abbreviation that you're not looking for, and you get the idea.
The point is not to cry over missed clips, but to focus attention on what really matters: The conversation that will influence your bottom line. And, while we've been doing this forever for traditional media – primarily based on what outlets have the best reach into your target audience, what matters to your business today may be changing as we speak. What matters most may not be the media, but in fact, may be the need to attract and hire a new type of computer skill, or might be that you need to be seen as more necessary to your local legislature. And yes, while traditional media isn't going anywhere soon, it may be that the biggest influencer on your audience might be a daddy blogger with 1000 readers.
My point, and the point of my book is, that PR and communications folks need to broaden their definition of what matters, to look beyond the next clip, or the newest conversation, and learn about the business and how it makes money. As I said in my PRSA presentation: the "bottom line" isn't just about sales, it's about profit.