I was taking some lectures on how media evaluation is necessary and why PR practitioners should study what media (here print and television) publicizes about them.It struck me though that with effective media relations practices more or less a practitioner would know what the media would write about the client. Then why evaluate? One would only worry about no. of articles in coverage. Is it really so? What are your views?
On the other hand my stakeholders can write about my products or organisation and I have no stakeholder relations to control. Thus the medium in question the Internet is a place which allows this. Also word of mouth through other sources. So don't these mediums need evaluation more than others? This also brings to attention another point, isn't stakeholder relations an issue to worry about?
What are your views?