10 Golden rules of Media Evaluation

Copied from 'Guide to Media Evaluation'

1. Set your objectives carefully
2. Define your target audiences
3. Identify your key messages
4. It's the content that counts
5. Don't just think about your own coverage
6. Watch for bias
7. Decide what output or report you need
8. Win commitment at Board level
9. Share results with other departments
10. Use the results