Why Media Evaluation?
Because knowledge is power
- Helps you plan, set and monitor objectives
- Save money and effort by targeting and testing
- Independent audit demonstrating you are accountable
- Prove the value and effectiveness of your campaigns
- Secure budgets based on evidence of success
What can media evaluation tell me?
- What your strengths and weaknesses are
- If you are effectively conveying your messages
- Which titles/bylines you should focus on
- Whether you are more effective than similar organisations
- Did we do better or worse than last time?
- Can we improve in the future?
What can media evaluation measure?
- Volume and favourability to determine the effectiveness of media work
- Overall profile and performance, highlighting the good and less good areas of coverage
- Message delivery and effectiveness
- Audience targeting and impact on specific groups
- Journalist and key publication tracking
- Impact of campaigns nationally and regionally
- Geographical breakdown and comparison
- Event analysis