Bootstrapped PR: How to Use Google Alerts for Media Monitoring When You Can't Afford Meltwater or Muck Rack

Bootstrapped PR: How to Use Google Alerts for Media Monitoring When You Can't Afford Meltwater or Muck Rack

When you’re building a brand from scratch, every dollar matters — and let’s be real: $10,000 a year for Meltwater or Muck Rack isn't exactly "lean startup" friendly.

But the good news? You don’t need enterprise-grade software to get started with effective media monitoring.
You already have a free tool at your fingertips: Google Alerts.

It’s not fancy, but when used right, it’s powerful. Here’s how to turn this simple tool into your scrappy, 24/7 media watchdog.

1. Set Up Alerts for Your Brand Name — and Common Misspellings

Obvious? Maybe. Critical? Definitely.

Create alerts for:

• Your brand name (“Upper Deck”)

• Common misspellings (“Uper Deck”)

• Key executives (“Jason Masherah”)

• Your flagship product names: "Upper Deck AEW cards"; "Upper Deck e-Pack"; "Upper Deck Marvel cards"; "Upper Deck NHL cards"; et cetera.

Pro tip: Put quotation marks around the name when setting up the alert ("Upper Deck Carlsbad, CA") to avoid random matches.

2. Track Competitors Like a Hawk

Knowledge is power — especially in PR.

Set up Google Alerts for your top competitors’ brand names, too. Watch when they land press. See which journalists cover them. You’ll start to spot patterns in who’s paying attention to your sector.

Example: If a regional business journal writes about your competitor's new product launch, guess what? That same reporter might want to hear your story too.

3. Monitor Industry Keywords and Trends

Want to be the first to jump on a breaking news cycle? Set up alerts for key terms related to your industry.

Think:

• “NFT marketing”

• “AI in customer service”

• “Sustainable fashion PR”

When you catch relevant stories early, you can craft pitches that ride the wave — positioning your brand as a timely expert.

4. Track Journalists Directly

Found a journalist who covers your niche? Set up a Google Alert for their byline.

You’ll see what they're writing about before you pitch them — and you’ll be able to personalize your outreach in ways that generic PR firms can't touch.

Remember: Relevance wins. Lazy mass blasts get deleted. Smart, personalized pitches get opens.

5. Fine-Tune Your Alerts Like a Pro

Don’t let your inbox drown in noise.

Use advanced operators when setting alerts:

• Use quotes to track exact phrases ("social media crisis management")

• Use a minus sign to exclude irrelevant results ("Upper Deck" -sports -cards)

• Set alerts to "Only the best results" to avoid spammy junk

This keeps your monitoring tight and your insights actionable.

6. Treat It Like a Daily Ritual

Set a time each morning to scan your alerts.

You’ll catch:

• New PR opportunities

• Mentions that need a thank-you (or damage control)

• Trends you can piggyback on

This 15-minute ritual keeps your finger on the pulse — and lets you punch way above your weight class in PR.

Final Thoughts

Sure, someday you’ll graduate to fancy tools like Meltwater or Muck Rack.

But for now?
Google Alerts is your bootstrap secret weapon — a free, effective, and surprisingly powerful tool to keep you competitive in the media game.

In PR, visibility is everything.
And with a little scrappiness, you can make yourself visible without spending a dime.