Letter - Media evaluation is absolutely crucial

I agree entirely with Dr Jacquie L'Etang's view (Letters, 13 October) that media evaluation is not the 'be-all and end-all'.

It is, however, a key element of PR evaluation and the mixed-method approach that L'Etang supports. The fact remains, as revealed by AMEC research, that many universities have covered media evaluation poorly. This, surely, must be reversed.

Mark Westaby, founder and director, Metrica Send your letters (200 words maximum) to prweekletters@haynet.com or air your views with our online comment function: www.prweek.com/uk

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