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• W3004718956 abstract "Within the new digital communication environment, public communication practitioners are increasingly being required to be skilled in planning relational strategies with online news media and in foreseeing and evaluating the success of digital communication strategies. Understanding the impact of social media relations is necessary for legitimizing investments in online communication and for justifying strategic choices made within the new environment. This chapter provides a systematic overview of the extant metrics and measurement techniques for evaluating traditional and social media relations practices and to offer a view for the future. It depicts the media scenario to address the complexity of evaluation and measurement processes. Then, the chapter describes media relations’ metrics, and explores methods and metrics for evaluating and measuring publicity. Finally, the chapter discusses the impact of media relations and publicity on organizational performance." @default.
• W3004718956 created "2020-02-14" @default.
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• W3004718956 date "2020-02-07" @default.
• W3004718956 modified "2023-10-16" @default.
• W3004718956 title "Measuring and Evaluating Media" @default.
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• W3004718956 doi "https://doi.org/10.1002/9781119263203.ch25" @default.
• W3004718956 hasPublicationYear "2020" @default.
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