Ongoing training
28th Feb 2011
"As part of Westminster Advisers’ continuing culture of learning and assessment, we have regular training and re-fresh sessions covering a number of areas. One of the most recent recap sessions was to share our experiences from recent media campaigns.
We recapped the broad essentials of media campaigns. In brief, these are to create short, snappy messages which encapsulate the client’s case, to research and evaluate the relevant audiences and to train a principle spokesperson for the client.
Finally we covered the necessity of evaluation. To ensure clients understand the success of media work, there should be a direct and measurable connection between the media relations investment and the client’s business objectives. Progress of the media campaign has to be tracked at regular intervals to guarantee the work is supporting the client’s communications objectives and to allow Westminster Advisers to tweak and adapt the campaign if necessary.
Like all aspects of public affairs and corporate communications, measurement and evaluation is essential in media campaigns.