Metrics, Media exposure and Media impressions.

Traditionally, media relations campaigns have been assessed using the Three Ms of 
Evaluation: Metrics, Media exposure and Media impressions. Some organisations also 
employ the Advertising Value Equivalents (AVEs) calculation as a way measuring the 
alleged value of editorial publicity. 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). 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 
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 Practic

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