COMMENT: LETTERS; Valuable contribution to evaluation debate

I greatly enjoyed David McLaren’s clinical destruction of the concept of Advertising Value Equivalents (PR Week, 20 October).

I greatly enjoyed David McLaren’s clinical destruction of the concept of

Advertising Value Equivalents (PR Week, 20 October).



The challenge facing measurement services like Impact and its users in

the PR industry is to align the parameters of content analysis

(described by David McLaren as an interim measure) with the

communications objectives and the more direct audience-related

measurements to which he refers. For clients, where this happens,

content analysis is seen as a key programme control mechanism; where

there is no such alignment, content analysis is of limited use as an

evaluation tool.



But of course media content analysis goes beyond the boundaries of PR

evaluation. It can be used as a fundamental research resource in its own

right, as a method of tracking competitors, and as a way of exploring

the whole media environment in which the PR professional is operating.



Dermot McKeone, Managing director, Infopress, London



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