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Analyze the evaluation standards of media relations campaign

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Essay question:

The “3 M’s of Evaluation”: Metrics, Media exposure and Media impressions, and the Advertising Value Equivalents (AVEs) calculation are the way measuring the value of a media relation campaign. However, AVEs have been criticised as methodologically flawed (see Macnamara 2017), and metrics regarding media exposure and impressions have been criticised as “vanity metrics” that only provide shallow insight into the outcomes of a campaign (PR Week, 2018).

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?

“AVEs” book:

Evaluating Public Communication: Exploring New Models, Standards, and Best Practice, JIM MACNAMARA, 2107

https://doi-org.ezproxy.library.sydney.edu.au/10.4324/9781315391984

Contents must be included:

1. Demonstrated understanding of methods of media campaign evaluation.

2. Phases of evaluation research are discussed in terms of application in the campaign.

3. Campaign evaluation discussed against the objectives and implementation.

4. Use at least 8 academic articles below as citations.

5. Follows academic essay conventions, including accurate referencing using the latest version of APA.

6. Use at least 10 references.

7.1500 words

Relevant academic journals

  • 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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