Measuring the Impact of Media Attention and Social Engagement

Measuring media and social engagement is essential in public relations, as it shows whether communication efforts are working and reaching the right audiences. Measurement demonstrates impact, guides strategic decisions, tracks public sentiment and ensures accountability. It supports continuous improvement and strengthens the effectiveness and credibility of communication strategies.

This course teaches students how to measure the effectiveness of earned media and social engagement using modern analytics frameworks. Students learn how to quantify attention, analyze sentiment, interpret engagement patterns, evaluate campaign impact, and translate findings into actionable insights.
Continuing Education Units (CEU) : 0

You'll walk away with

• At the conclusion of this course, students will be able to:
• Apply contemporary measurement frameworks (AMEC, PESO, KPI mapping) to real campaign scenarios.
• Analyze earned media coverage using metrics such as reach, prominence, narrative frame, and sentiment.
• Evaluate social media engagement patterns using platform-specific analytics and benchmarks.
• Conduct basic content analysis and develop coding schemes for media narratives.
• Interpret digital signals such as referral traffic, search behavior, and audience actions.
• Build professional-quality media impact dashboards and executive-level reports.
• Assess whether media and social engagement outcomes align with communication objectives.