The Ceres Partnership operates its own evaluation system, to ensure that media coverage is delivering the key messages agreed with the client. All coverage is evaluated against key messages, logos, pictures and other important features such as telephone numbers or website addresses. This system gives Ceres' clients the assurance that everything is going according to plan, and that their messages are being effectively communicated. The system can be also be used to provide objective analysis of the issues emerging from media coverage of major events such as the announcement of the government's choice of location for the forthcoming supercasino.