COMMUNICATIONS NEWS: WWF-UK signs deal with consultant for free media analysis

WWF-UK has sealed a deal with Echo Research, a consultancy that will provide free monthly analysis of the charity's media coverage.

Echo's pro bono work for WWF, announced last week, forms part of its corporate community investment programme.

The consultancy will complete a monthly analysis of WWF's press coverage in the UK using a rating system to show how favourable articles have been.

The advertising value equivalent will also be calculated - a figure to rate the value of editorial based on how much the equivalent advertising space would have cost to buy.

WWF will also buy quarterly, more detailed evaluation from Echo which will give further breakdowns of media coverage such as by region.

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