Traditionally, media relations campaigns have been assessed using the “Three M’s 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?
Your 1500-word essay needs to make a scholarly argument, it should be properly referenced, and it needs to discuss the role of evaluation in the evolving media relations industry. You need to use a minimum of eight peer-reviewed academic publications (i.e. journal articles, academic books and book chapters). News media and industry sources can be cited but they don’t count as scholarly research and will not be consideraqwed one of your eight scholarly sources.
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