Measuring your media profile

the long version

How can you tell if your PR company is providing value for money? Are your competitors delivering their messages more effectively than you? Does your PR department earn its keep? If these are the kinds of questions currently tormenting you, then you need Dermot McKeone's book. He shows you how, with the aid of today's powerful technology, the impact any organization makes in the relevant media can be monitored and evaluated - and even measured against other organizations. Using examples and "real life" case studies he describes the various methods available for analysing media coverage and discusses the costs and benefits involved. More importantly, he explains how to identify target audiences and then choose and agree appropriate messages. Analysing and evaluating media coverage, argues Mr McKeone, should be part of a systematic corporate communications programme, and it is this strategic perspective that makes his book so valuable.