eventIMPACTS – Media Impact Toolkit
The eventIMPACTS Toolkit is intended to provide organisers and supporters of public events with some key guidance and good practice principles for evaluating impacts associated with their event. The project is backed by the UK government. Click here to access the eventIMPACTS website.
This toolkit is provided as a menu from which to choose the media impact measurement approach best suited to the aims and objectives of an event organiser and their stakeholders. It explains some of the standard measures of media impact relative to how true a reflection of media impact they deliver.
There are several ways of measuring media impact, this toolkit shows examples of three methods:
– Volume of coverage: provides a measure of an event’s popularity
– Engagement and tone: indicators that measure the extent to which followers interact with the event and analysis of the tone of the social media messages.
– Media value: can come from print, television, electronic and new-media coverage of an event generated via live and delayed coverage, news coverage, press releases, interviews, video and photographs.