What is Media Evaluation?
For any public relations/communications function to justify itself, it must set objectives in such a way that progress in fulfilling the objectives can be measured. Devising such measurements is often difficult (in, for example, advertising) but, in the field of editorial media coverage, the problems are acute.
The Panarc International system of Media Analysis is logical, consistent and based on the best currently available research information.
We can prove that media coverage is a major and sometimes dominant factor in determining the well-being of an organisation. Every organisation needs to know how the media are affecting the attitudes and behaviour of its publics (e.g. its customers, its staff, its shareholders or the public at large).