Firefly’s consultants are driven by results. It is important to thoroughly plan activity in order to ensure that the results will have the best impact on your business, and be able to evaluate the success of your strategy.

Media audits, planning and evaluation are three linked and vital components of a properly managed communications programme. In an audit, the journalists who write about the client's business area are questioned about their views on the the client and their market. Media planning involves a comprehensive identification of the most appropriate media that the PR programme should target, while evaluation is concerned with analysing the coverage that has been produced in order to guide future PR activities.

Firefly's media evaluation can be tailored to meet a broad range of client needs and budgets. Either using its own tailored in-house software or working with an external evaluation agency, it presents objective information and isolates the key issues in the coverage. Where appropriate, it includes recommendations for changes to the PR programme.