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Evaluation
Evaluation Working Briefs
Media Evaluation Project
Communications Consortium
Media Center
The
Media Evaluation Project of the
Communications Consortium
Media Center has made available two
how-to briefings on communications evaluation techniques. Click on the
links below to gain a greater
Writing A Media Analysis
This brief, prepared by Douglas Gould and Company, addresses how to
conduct an in-house analysis of media coverage on issues and campaigns.
The brief explains the process of media analysis, beginning by selecting
a sample of media coverage to classify and analyze, then drawing lessons
and making recommendation for communications opportunities. Through this
analysis, organizations can identify messages, understand how they are
framed, identify spokespeople, and see how coverage of an issue could be
improved.
Strategic Communications Audits
This second brief, written by Julia Coffman of the Harvard Family
Research Project, addresses methods of assessing communications
capacity. The challenge to be "strategic" has inspired many
organizations to understand the importance of communications, but
limited resources constrain their ability to successfully implement
strategic practices. Coffman's brief provides background information and
a step-by-step guide to auditing an organization's "strategic"
communications practices.
Also from CCMC: New Working Brief on benchmark polling for evaluating
communications by John Russonello of survey research firm Beldon,
Russonello and Stewart.
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