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Media Campaign Evaluation - Term Paper Example

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The author concludes that the evidence of success for the media campaign process is the result achieved in the field after engaging the target audience accordingly. Public relations is key to developing a successful media campaign as the public engages the campaign from its success. …
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Media Campaign Evaluation
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Download file to see previous pages The leading contributors to the development and understanding of public relations as a field distinguish the practice from media relations through aspects of strategy and execution (Grunig & Dozier, 1995, p 32). Notably, media relations is key and remains the most tangible and visible element of public relations practice. It incorporates specialized skills and expertise in the practice to incorporate and navigate through media relations and public relations without infringing on the practices of each continuum. Public relations relies on the critical and practical tools of the media release, media conference, and media kits. Further, these tools also combine with the management skills in advising about the most preferable course of practice or action to follow. Thus, there is a need to understand the role of media relations and public relations accordingly in facilitating the establishment of a successful campaign (Delahaye, 2011, p 18). A successful campaign meets the evaluation criteria that encompass the residual practices from media and public relations as facilitating continuums to the topic of campaign evaluation.
Media has the potential to evolve the practice of public relations accordingly to reflect a global strategy that features interactive and symmetrical dialogue that is socially responsible. In modeling the two fields, various theoretical approaches are key to facilitate the processes of campaign strategy development and execution (Delahaye, 2011, p 23). Notably, the initial models that define public relations in this context entail the following. First, is the press agency, which constitutes the publicity of the campaign in the process. The fundamental element of publicity develops in the context of evaluating campaign since; publicity uses persuasion and manipulation in the pursuit to influence the audience towards behaving according to the organization objectives and desires (De Beer & Merrill, 2004, p 43).  ...Download file to see next pagesRead More
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