Media Evaluation
Media evaluation helps answer questions such as:
• How is your brand communicated through the media?
• What’s working and what’s not in your PR program?
• How are your spokespeople performing?
• What issues are coming up on the media horizon that you should be planning for?
• Who are the new commentators who can affect your coverage?
Media evaluation is also useful for understanding how journalists and publications interpret your key messages and the impact of coverage on regional, national and international target audiences. It is an imperative for modern business to understand the differences between traditional, online and social media and how that might impact on perceptions as measured by an evaluation of the media.
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