In more than 20 years of delivering media analysis programs to major companies, organizations and PR counsel, it has always been, and still remains, a puzzle as to why media analysis research seems so little socialized outside the PR function. Without doubt, media analysis data can be a valuable source of insight to marketing communications, analyst relations, HR and product development functions, just to name a few. In most organizations, market research data is treated as a key determinant of organizational success, and as a critical tool in tactical and strategic planning. As a matter of course, many organizations gather a wealth of data about both their internal and external audiences, as well as their key stakeholders. PR metrics, however, tend simply to be ignored by other management functions.
Mining Hidden Treasure of Media Analysis Research: Building Value Beyond PR
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