Measuring Success: A Model for Evaluating 
the Success of Military Media Relations 

statement of problem 
literature review 
rationale & 
research question 


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.