Media Campaign Evaluation - Term Paper Example

Media Campaign Evaluation Introduction Before the rise and establishment of the field, entailing social media, the often characterization and classification of public relations was that it is a subset of media relations. Additionally, those working in the field also identify with the common misperception that public relations are equal to media relations. The leading contributors in 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 media release, media conference and media kits. Further, these tools also combine with the management skills in advising bout the most preferable course of practice or action to follow. Thus, there is 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. Public Relations and Media Relations theory 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). Thus, the audience in this sense relies on the ability of the media agency to develop strategic message that persuades and manipulates the audience accordingly to incline towards the message of the press agency. Thus, public relations possessing this fundamental element, media relations become key to the evaluation of the success of the campaign strategy. The second imperative element is that public relations depend on the public information model to facilitate the communication process to the audience. The campaign in question relies on the application of media theory to facilitate effective distribution of the information about the organization or entity wishing to communicate. The communication techniques that distribute the information entail the journalist team of the organization; hence, the public relations practitioner in this aspect is a journalist (De Beer & Merrill, 2004, p 52). The media campaign for the organization then relies on the ability of this public relations practitioner to project and distribute the information of the organization accordingly to reach the intended audience without distortions. Thus, a successful campaign will require the establishment of the public information model in the organization to incorporate the public relations entity of the organization successfully. Further, another element of consideration in the public relations theory that facilitate the campaign process is the two-way asymmetrical model as developed in the public relations theory. This technique entails using the factors of persuasion and manipulation to influence the audience towards acting in agreement to the desires of the organization. However, in this practical approach, the process does not factor the relations of the stakeholders in the campaign developed (De Beer & Merrill, 2004, p 59). The issues of ethics and stakeholder engagement are key to the establishment of successful campaign. Notably, there are situations in which the campaign process does not require the stakeholder engagement. Thus, a successful campaign development process identifies the developments that lead to the conclusion of leaving the stakeholders from the strategy. However, in varied aspects, this model of approach to media relations and campaign development can prove remarkably successful when evaluated correctly. Notably, the campaign process in this model does not concern with research about the stakeholders and their engagement in the organization (Johnston, & Zawawi, 2004, p 56). Thus, the campaign in this aspect may face failures and difficulties executing given tasks. Further, due to the actions take, the issues of ethics, professionalism and legal constrains also may arise. Thus, this model of approaching the use of public relations theory in establishing successful campaign becomes a challenge. However, in matters regarding the audience engagement and manipulation, the strategy can prove successful in engaging the campaign to success. Thus, it is elemental to factor these aspects of the campaign strategy to develop a successful usage of media in the campaign success. This element is also key to evaluating the campaign success. Another key model is the two-way symmetrical model, which entails the process of communication as involving negotiations with the public and resolving conflicts in the organization and respect between organization and stakeholders. Notably, this model emphasizes on the essence of stakeholder engagement and the procedures of achieving the engagement agreement. A successful campaign strategy incorporates all stakeholders’ perspectives accordingly. Therefore, borrowing from this model, public relations is key to the establishment of successful campaign. Further, media relations factor the channel of communicating the message in engaging the stakeholders accordingly. The organization in this course will reflect on the choice of media platform to apply in projecting the campaign to the effective achieving of its objectives. The key to success for this strategy unlike the others is that it uses negotiations. The other techniques of approach to the campaign use the elements of persuasion and manipulation. However, in this model, the key is negotiations with the audience, public and stakeholders. Notably, this activity facilitates the success of the media campaign strategy as established and its implementation as well. The successful public relations teams use this approach in incorporating media relations in their campaign development platforms. Further, organizations that seek successful public relations incorporate the two-way model to facilitate the processes of passing information and receiving feedback from the audience. The course of this strategy is key in eliminating issues of professionalism, ethics and stakeholder engagement disagreements, which in return gives a smooth running of the campaign. However, the campaign process is extensive due to the negotiations aspect involved. Further, it is expensive and requires caution in developing. Nonetheless, the organizations that seek this campaign strategy succeed intensely since it eliminates the sections and occurrences that would otherwise fail the campaign. Role of evaluation in the media relations field In the world of today, communication professionals have to maximize on the resources available to make their programs work efficiently and effectively. Engaging a business-to-business marketing is slightly different from the business to consumer marketing processes (Delahaye, 2011, p 38). However, media relations as an entity incorporates all stakeholders entailed in the communication process accordingly to the success of the organizational objectives. Once the organization selects its advertising agency, the process of approving the creative direction to follow ensues. This then leads to the establishment of the role the media agency will undertake in integrating the communitarian strategies to refine he creative concepts of the media campaign. Creativity is key to the establishment of successful media campaign in the world of evolved communication strategies as exists today. Therefore, undertaking focus groups for testing the target audience is key to establishing vital feedback to the terms of approach for the media relations. It also facilitates the improvements that can benefit the campaign in successfully engaging the audience therefore, in light of these core establishments; it is notable that the evaluation is key to the field of media relations. Evaluation will facilitate the identification of the core issues that arise in the preparation stages to the execution stages to establish the success of the organization in meeting its objectives. Further, in evaluating the core elements that make the campaign, the team gains insight on the various elements that require refinement for engaging the stakeholders and audience appropriately (Delahaye, 2011, p 47). Further, evaluation is key to the understanding of the risk factors entailed in the media relations strategy adopted. For instance, in carrying a risk analysis evaluation of the plan established at each level of the development, it saves the organization loss in financial, time, skills and efforts that would go to waste if the system does not undergo testing then fails in meeting the organization objectives. Evaluation using a productive focus group helps identify the response of the audience towards the product in the market. The factors of desired emotions and action tendencies remain key in the understanding of the core factors as established in the course of the study. For instance, in reviewing the media campaign established by coca-cola company in the development of their products. The company took an evaluation approach to the media relations campaign to undertake before introducing their product, Coke-Zero. Notably, the company factored the essential elements of the audience to improve the product accordingly to achieve a successful campaign strategy. Notably, the company was making drinks that entailed lots of sugar. However, though their media relations team, they evaluated their campaign processes accordingly in the market featuring the target audience accordingly. The team focused on establishing the response of the audience in the market regarding the existing drinks. Notably, the team identified the concern over the health issues that come with the product of the coke drinks. Thus, they factored this feedback from the audience to develop a successful media campaign that led to the successful launch of the Coke-Zero drink. The drink does not contain sugar, hence, factoring the health issues of the audience. The campaign team for the drink incorporated this message reflectively in establishing successful campaign platforms for the product. The consequence was the successful launch of the product. Similarly, the campaign proposal dubbed “Pacific Climate Warriors” as proposed entails a media campaign process that features the issue of climate change and its impacts. Notably, the development of this campaign proposal is remarkably successful. Evaluating this proposal from the perspective of its incorporation of media theory, the campaign is key to the course of its objectives. The campaign factors all essential elements of media that facilitate a successful media campaign. For instance, the campaign since it bases on media; it evaluated the various media platforms available in projecting the campaign and its progress. The team identified the platforms to engage in the campaign, and outlined each platform accordingly, elaborating its application and success factors that it would facilitate. Thus, observing from this successful development of a media campaign that features crucial elements of the media relations theory, it is notable it is a successful factor for developing a media campaign (Lewis, 2012, p 89). The evaluation of the platforms to engage in progressing the campaign reflects the notable use of evaluations in media relations. Therefore, these illustrations give a significant elaborating approach to understanding the role of the evaluation process in media relations and successful media campaigns. The media campaigns feature the element of consideration of evaluation accordingly to the success of the strategy as employed and intention of the campaign. Further, evaluation is key in establishing the success metrics of the campaign process as engaged in the practical field. Planning and preparation of the campaign ensures the establishment of procedures for monitoring and measuring the performance of the campaign and establishing meaningful processes to the evaluation communication (Lewis, 2012, p 66). Therefore, at this element, objectives of the media campaign are key to establishing the success of the organization in crafting successful means of monitoring and measuring the goals of the campaign strategy as established. Capturing information about the performance of each media channel applied is key to the evaluation role (Stanton, 2007, p 49). The evaluation role supplements the identification of the most successful procedure of executing the campaign. Notably, the evaluation feedback gives the feedback featuring which media platform is most useful and effective in reaching the target audience. For instance, in evaluating the campaign proposal “Pacific Climate Warriors”, it is notable they apply varied media channels including television, radio and online platforms among others. The evaluation process at this perspective will establish elements such as the statistical analysis of the target audience using each of these channels and their frequency of engaging the channels. This leads to the establishment of a successful decision regarding which media channel to use depending on the usage of each media channel by the target audience. Therefore, evaluation processes facilitate the identification of the various channels and their effectiveness in facilitating the media campaign process (De Beer & Merrill, 2004, p 78). Therefore, this understanding is key to the establishment of a successful media campaign. The various methods of evaluating campaigns Notably, there are not specified requirements regarding the approach to evaluation methodology or use in the understanding of the media campaign. Therefore, the processes of conducting evaluation process need to factor elements of the research facilitators and budget allocations as meaningful elements of the campaign. Further, the evaluation process needs to factor the elements of the cost effectiveness of each method employed in achieving the intended purpose of the campaign proposal. Further, in aspects of internal audits, capturing the data and its sources is also key in establishing the evaluation of the media campaign. In conduction he evaluation, the consideration are key to the methodology adopted. First, the process needs to factor the objectives of the proposed media campaign in the context of media relations. The perspective entails that the goals aught be SMART. Which means, in establishing the research to establish the success of the media campaign, first begin with the simplest element for consideration before engaging the extensive tools and methods for evaluation. Evaluate the objectives of the media campaign, its target and procedural flow in engaging the structure of media relations theory in practice. The goals need be specific, measurable, realistic, achievable and timely. Therefore, one these elements are factored in the evaluation strategy, the evaluation team can progress to incorporate the methodology of assessing the media campaign and its success. In conducting the evaluation process, the priority in the course is to establish the success of each media element in engaging the target audience. Therefore, the acquisition of data is key to the course of the media campaign research. The core sections of establishing the information regarding the product in question or the campaign exercise in evaluation include gathering relevant data that constitutes the statistical measure for the campaign. First, begin with gathering information from website statistics. The website statistics include the webpage views for the product in question and views for the campaign exercise. Additionally, the website statistics also include the collateral downloads and the rankings for the search engine for the campaign. The process entails online research and is remarkably cost effective n gathering information for the campaign evaluation (Delahaye, 2011, p 67). The information gathered undergoes statistical analysis to establish the success of the tool in engaging the target audience as is the purpose of the media campaign project. The online platform for conducting evaluation presents the challenge that it is only applicable to the use of online media channels in the campaign strategy. Thus, this method does not facilitate for measuring the campaign success for the media channels that do not use the online platform to reach the audience (Lewis, 2012, p 118). Thus, it may prove incomprehensive when used in isolation. It requires supplementation of other technical approaches to evaluating the campaign process. Another technique to employ in gathering data for the evaluation of the media campaign is the use of communication structures such as phone calls, emails and customer enquires among others. This approach borrows from the traditional acquisition of data through research techniques including surveys. Therefore, this procedure is physically involving and considerably costly, as it requires extensive planning and massive staffing to accomplish in time (Stanton, 2007, p 97). The technique uses the traditional tools for survey, recording data and evaluating the data to ascertain the success of the factor in consideration. The process is successful in measuring the success of the media campaign as it incorporates the evaluation of all platforms, from those online to those that do not use the online platform to reach the audience (De Beer & Merrill, 2004, p 101). However, the disadvantage of this methodology of conducting the evaluation is that it is extensively labor intensive, and time and financially costly. It costs the team evaluating significant tome and monetary input to finalize. This method is key despite these negative considerations. Moreover, the methodology of establishing qualitative data from the stakeholder involved is key. The stakeholder engagement remains a potentially involving issue that can impair the processes of conducting successful media campaign. Therefore, engaging the stakeholders accordingly eliminates the issue that affects the campaign (Stanton, 2007, p 114). The technique facilitates qualitative evaluation of the campaign and involves all stakeholders, from consumer, customer, shareholders and the team constituting the campaign development process. This feature evaluates the core issues of professionalism and ethics as incorporated in the media campaign to establish its success in achieving the objective set forth in adherence with the legal prescriptions regarding the field. Monitoring the media in the campaign is also key to evaluating the success of the various media campaign strategies as employed. Conclusion 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 successful media campaign as the public engages the campaign from its success in observing the professional, ethical and legal confines regarding campaigns. The media relations are key since they entail the channel through which the communication occurs. The development of the media relations as a field may not be at its peak capacity (Stanton, 2007, p 78). However, its success in engaging the audience is independent of the public relations theory. Nonetheless, the evaluation of the campaign is key to establishing the success of the media relations theory in application in the communications world. References Lewis, S.. 2012. How to Write Perfect Press Releases. Sydney: Taleist. Delahaye P. K. 2011. Measure What Matters: Online tools for understanding customers, social media, engagement and key relations. Hoboken NJ: Wiley &Sons. De Beer, A & Merrill, J. (eds) 2004 Global journalism: topical issues and media systems. Pearson: Boston. Grunig , J., & Dozier D 1995 Excellence in Public Relations and Communication Management, Lawrence : Erlbaum NY. Johnston, J., & Zawawi, C. 2004. Public relations: theory and practice. Crows Nest, N.S.W: Allen & Unwin. Stanton, R. 2007 All News Is Local: the failure of the media to reflect world events in a globalized age, McFarland: Jefferson NC. Stanton, R. 2007. Media relations. South Melbourne [u.a.]: Oxford Univ. Press. Read More