Each media item has been analysed on the basis of two key areas: the presence or absence of key messages and the degree to which an item is positive or negative according to the agreed evaluation framework (please refer to annex I, “EvFect Evaluation Structure”). Because of the specific nature of the project, PR Value has been specified and calculated as follows: PR Value (PRV) is based on the equivalent advertising value of the media item, weighted for the positive or negative impact of the messages observed. All evaluated communication channels will be treated as professional magazines and weighted accordingly. (The average advertising rates for a professional media title across Europe equals €8 (Euro) per square centimetre. The distribution figures and channels for each media item form the basis of output. The relevant national publishers were requested to provide this essential information in a media questionnaire and the results of the report are based on their input. This was intended to assist the analysis and provide a clear understanding of communication practices and strategies across Europe although not all countries were able to supply all the information required (please refer to Annex II, “Media Questionnaire” for further information). Media items are also represented in terms of positive and negative OTS (Opportunities To See). This looks at the total audience of positive and negative messages in each communication tool. The audience figures for each publication have been obtained from the media questionnaire (Annex II). If no audience figures were supplied, no conclusions about the successful distribution of the publications could be made. As a result, the OTS figure and PR Value of the relevant media would be very low.
For more information on the methodologies used please contact:
Cap Gemini Ernst & Young
René van der Steeg, firstname.lastname@example.org
Sandy Bosman, email@example.com