June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Developing a media evaluation system
This chapter focuses on practical steps towards establishing media evaluation systems: the first part proposes a simple media monitoring system while the second proposes a more detailed analysis. Both are achievable by consultancies and in-house practitioners and offer usable feedback and data for short-term and continuing public relations activity. The simple system has methodological limitations and may lack social science purity, but it can be set up quickly and at low cost. This could be a major advantage for practitioners who have identified cost as an important barrier to evaluation. The more complex system can threaten to be too time-consuming for manual implementation. However, it can form the ...
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