The toolkit’s third edition – which was unveiled at an IPR conference this week and will go on sale next month – has a greater focus than previous editions on media evaluation.
IPR evaluation taskforce chair Chris Genasi told PRWeek that even PROs who were ‘disinterested in evaluation’ could use the guide daily, describing it as the most jargon-free kit the IPR had ever produced.
Explaining the decision to ‘beef up’ media evaluation content, Genasi said: ‘For most in PR, evaluation means media evaluation. The majority of what we do, and what people expect from us [PR professionals] is media relations.’
The 56-page kit, which is backed by the Association of Media Evaluation Companies and was authored by Fairchild Consultancy MD Mike Fairchild, is aiming to become an ‘industry-agreed starting point for media evaluation’.
The second toolkit, launched two years ago, sold 7,000 copies.