Media evaluation

Media evaluation is a discipline of the external and logical social sciences and centres on the analysis of media content, rating the exposure using a number of pre-designated criteria commonly including tonal value and presence of key messages. It is said to be one of the fastest-growing areas of mass communications research.

The International Association for Measurement and Evaluation of Communication (AMEC) is the industry-appointed trade body for companies and individuals involved in research, measurement, and evaluation in editorial media coverage and related communications issues. To be a full member of AMEC, companies must be able to:

a) offer comprehensive media evaluation, research, and interpretation services,

b) have been in business for at least two years, and

c) have a media evaluation turnover of more than £150,000 when applying.

In addition, all companies abide by a strict code of ethics and must implement tight quality control procedures. These requirements guarantee that all media evaluation services provided are of the highest caliber. The Commission on Public Relations Measurement & Evaluation is a different organization that was established in 1998 under the direction of the Institute for Public Relations. The Commission's main functions are to set standards and procedures for research and measurement in public relations and to publish authoritative white papers on best practices.

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