hi sanjay,
very interesting question. Well media audit is very important. My experince has been very bad becoz most of the time journlists who handle the beat relevant to audit has proved to be ignorant on the subject of audit.It is definitely another PR tool to judge the impact of the pitch.
Media audit is done by some of the leading agencies like R&Pm:Edelman.
But the question is if these perceptions are accurate or not? unlike the conventional research orgnizations, most of them are one on one and online. a ready made questionaire is used and there is no eye contacts with the media person to undersand the first reaction and the body language. I feel its a bit difficult to collect the accurate perceptions.
My personal view is a conventional research organizations will serve the pupose of doing any kind of an audit becoz it gives opportunities to probe properly and get the right answer.
thanks and regards,
rr iyer
Sanjay Mudnaney <sanjaym@mastek.com> wrote:
Hello,As a way to understand PR impact various methods have been used by PR professionals.How important is media perception audit to understand impact of PR efforts ? Has any organization done a perception audit with media? Which are the agencies used for media perception audit in? India Would the traditional Research agencies do a good job of this ? Do PR agencies do media perception audits for their clients?Would there not be a bias if the PR agency/ internal PR department does the perception audit?Warm regardsSanjay MudnaneyAGM Corporate CommunicationsMastekM +91 9821876559 , D + 91 22 28247745P Please don't print this e-mail unless you really need to.a Mastek Foundation supported initiative to encourage volunteering
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