DIARY: Council's media evaluation angers local press

A surprising spat has broken out between Cardiff City Council and the South Wales Echo over one of the most mundane, and usually uncontroversial, aspects of the PR industry's work - media evaluation.

If the Echo is to be believed, the real problem with PR is evaluating how the media portrays a client/employer.

'Now Cardiff's own Big Bother is watching us', screams the headline, with the piece quoting councillors attacking the council's media evaluation as a waste of resources and questioning the criteria by which stories are judged.

In a letter to the paper, deputy leader David English said the council was doing what every large organisation does - 'seeing how it is reported in the media'.

However, Echo political and business editor Phillip Nifield, who wrote the story, said: 'We have not got a problem with the monitoring - it is the subjective rating of stories.'

Get over it, mate.

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