Are contemporary methods of evaluating a media relations campaign fit for purpose in that they can demonstrate the success and value of
Traditionally, media relations campaigns have been assessed using the “Three M’s of Evaluation”: Metrics, Media exposure and Media impressions. Some organizations also employ the Advertising Value Equivalents (AVEs) calculation as a way measuring the alleged value of editorial publicity. However, AVEs have been criticized as methodologically flawed (see Macnamara 2017), and metrics regarding media exposure and impressions have been criticized as “vanity metrics” that only provide shallow insight into the outcomes of a campaign (PR Week, 2018). Essay question: Are contemporary methods of evaluating a media relations campaign fit for purpose in that they can demonstrate the success and value of public relations to clients and/or management? Marking criteria (please also note the essay writing criteria listed in the Unit Outline):
1. Demonstrated understanding of methods of media campaign evaluation.
2. Phases of evaluation research are discussed in terms of application in campaign.
3. Campaign evaluation discussed against the objectives and implementation.
4. Writing, organisation and presentation of the essay is at an adequate level.
5. Follows academic essay conventions, including accurate referencing using the latest
version of APA.
Some relevant academic journals (which you should search using database and/or Google
Scholar):
• Journal of Communication Management
• Journal of Public Relations Research (JPRR)
• Public Relations Inquiry
• Public Relations Quarterly
• Public Relations Research Annual (1989-1991 then JPRR)
• Public Relations Review (this is the top journal in the field)
• Journal of Public Affairs
• Journal of Strategic Communication
• Asia Pacific Public Relations Journal
• Journal of Communication
• Communication Research and Practice
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