Syllabus Week 13
Media Analysis/Evaluation; Market Research
This session allows participants the chance to analyse one of the most important, yet contentious areas of PR. Emphasis is placed on the need to evaluate all PR programmes and analyse data correctly.
Media Analysis
- What is media analysis/evaluation?
- The reasons for media analysis
- What can be measured?
- Techniques; media tracking and outcome analysis
- The process of evaluation and coding
- The value of the internet: online intelligence
- Class exercises
Market Research
- What is market research?: The five components of MR
- What value is it to PR?
- Tools of market research: focus groups and surveys
- Analysis of findings
- Reporting findings
- Research brief
- Motivational research
- Attitude surveys
Other Measures Involved in PR
- Reputation indices and equity measurements
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