By: Oscar Rossignoli Editor undoubtedly one of the tasks of the media in business is helping you to be perceived and position your image in a positive way in general as well as the quality of their products and services. Given the critical need for enterprises to be identified, appreciated and supported by large audiences (which can only be achieved through mass media), and the dissemination of information is an important opportunity to convey messages from the company public sectors of specific interest, which is a valuable support for public relations programs and whose purpose should be reflected in results. It is here that underscores the importance of monitoring news, as it has become a staple of public relations, serves as a parameter to measure and evaluate the effectiveness of PR work with the positioning of a given image company through the impact it has published news in the media selected for this purpose. That is why today there is a fundamental interest in various companies for hiring news monitoring service which every day has informed the latest developments relating to their industry and the way you are positioning your brand, either a favorable, neutral or negative. For this reason, it has grown the number of companies engaged in this work with more professional staff and expertise to analyze the information in the media and supported by various services and with the greatest possible use of technological resources. The news monitoring represents a major support for public relations work, as well as several advantages, which are: knowing how the brand is positioning itself at the hearings if they are reaching the right way to audiences interested according to its strategy Knowing the position of the company compared to its competitors know their strategy. This allows the company to make the right decisions, and redefine (if necessary) business strategies and / or communication.