Essay Requirement and References

Essay requirement
Word length: 2800-3000

Discuss topic:

Stanton argues that Media Relations is an industry that has not yet reached full maturity - and that evaluation and measurement "are important elements in the increasing professionalization of the field" (Stanton 2007: 211)

This essay needs to make a scholarly argument, properly referenced, discussing the role of evaluation in the Media Relations field and the various methods of evaluating campaigns. Whenever possible, refer to your own campaign as a case study.

References may include the prescribed text, additional readings from the recommended reading list and sources provided in seminars, as well as your own independent research.

References provided in the attachment::

Stanton R 2007 Media Relations, Oxford University Press Melbourne.

Megdal L, Evaluating Media Campaign Effectiveness: Others Do it, Why Don't We?
,Megdal & Associates, Sylvia Bender, California Energy Commission

Coffman, J 2002, Public communication campaign evaluation: An environmental
scan of challenges, criticisms, practice, and opportunities. Cambridge, MA: Harvard
Family Research Project

Chia, J: Measuring the immeasurable?

Land donation campaign plan