editing

INTRODUCTION

This is meant to analyze the role of evaluation in media relation campaigns and in the public relation industry . Under this analysis consideration would be made on why we measure these activities and evaluate the process of the media relation campaign . It will also incorporate how we conduct the measurements and evaluation for the campaign and as a media relation practitioner , what we can study to improve our professional methods in next new campaign

Furthermore , this will use the specific campaign used by Electronic Frontiers Australia (EFA ) as a real

case to give the evidence for media relation evaluation . EFA is an Australia-based NGO promoting the online liberties and rights of all Internet users . They launched the new Safely Surfing the Internet Campaign which is targeted at teenagers from 13 to 18 years old (also known as the Generation Z ) in October 2008 to support EFA 's major anti-mandatory Internet filtering movements The campaign 's overall purpose is to create a sense of personal responsibility among members of the targeted teenager group by inculcating a sense of discipline . It is also meant to inform Generation Z about the disadvantages of irresponsible use of the internet while inversing their awareness to utilizing Internet content

In to achieve the campaign objective , it is necessary to involve parents in the process . Parents need to be involved in the process of monitoring their children 's internet use , teaching them how to use the internet to receive appropriate information . The campaign...