At a time when anti-vaccine movements are growing and their dangerous consequences have started to attract attention throughout the world, Argentine mass media have not been alien to the immunization debate. At times they have had a positive impact, while at others, not so much.
Quantifying the social impact of any discipline is not easy, and public relations is no exception. Globally, when it comes to establishing specific parameters to properly measure social impact, there are still “gray zones.”
Nonetheless, as communication professionals, we should strive to achieve objective outputs with every strategy and tool we use. It starts with reaching a single reader, viewer or follower, and can extend far into the collective social conscience. Even though the impact is unpredictable, this communication ultimately provides access to information that can be quantified and valued in any number of ways: