Media evaluation is a term that many people aren't familiar with but is a field that is incredibly important to companies who take public perceptions of their company seriously. Media Evaluation can help companies in their PR planning, setting and monitoring objectives, in allocating resources and in reporting on the effectiveness of PR campaigns. This article explains in more detail how it can help deliver real business benefits to companies and how it can be the difference between success and failure.
Why evaluation is essential for a pro-active organisation
Simply put, knowledge is power and media evaluation helps you plan, set and monitor objectives as well as demonstrating the value and effectiveness of PR campaigns. This also aids communicators in securing future budgets as they can measure success more clearly, and compete for funds with other marcomms colleagues.
So what can Media evaluation tell your company?
Media evaluation gives you a complete breakdown of key factors that govern success in this area. It tells you what your strengths are and highlights weaknesses. It shows how effectively you are conveying your business message and helps you remain competitive by showing you how you performed compared to your competition. This inevitably allows you to move forward as a business and improve for the future.
What type of things can Media evaluation measure?
The effectiveness of media is measured using volume and favourability along with overall profile and performance which highlight the good and bad areas. Message delivery and effectiveness is also taken into account as well as audience targeting and impact on specific groups.
More specific areas that are taken into account include journalist and key publication tracking, impact of campaigns nationally and regionally, geographical breakdown and event analysis.
Conclusion
This article reinforces how media evaluation is an important tool for any company that invests in PR and marketing campaigns. It's an indispensable service that will deliver actionable findings which will assist communication professionals to develop strategies to improve the perception and reputation of their organisation.
Howard Davies is the head of business development at Mediatrack a world leading media evaluation and media analysis company that offers a wide range of measurement and research programs to deliver better business results in all stakeholder communications. Visit http://www.mediatrack.com for more details.
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