||The military public
affairs function, like all elements of any organization, should be held
accountable for contributing to the organization's goals and objectives.
Historically, many public affairs offices service-wide measure their successes
and failures based on non-specific data. Numbers of press releases,
amount of air time, and column length of published stories are often cited
as measures of a successful public affairs mission, without regard to the
delivery of key messages. Creating the ideal Media Relations Effectiveness
Model would help establish a consistent method to accurately measure the
successes of the public affairs mission, and could help guide public affairs
offices toward a more realistic measure of their efforts to tell the service's
story through local, regional and national media outlets.