Transcript Chapter 1: What is Public Relations?

Chapter 8
Evaluation
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Chapter 8 Objectives
Understand the
purpose of
evaluation
Know the key
elements of
objectives
Distinguish the
measurement of
different
communication
components
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The Purpose of Evaluation
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The fourth step in the public relations process is
evaluation
The systematic assessment of a program and its
results
A means for practitioners to offer accountability
to clients—and to themselves
Reasons for evaluation
 Desire to do a better job next time
 Adoption of the management-by-objectives system
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Objectives:
A
Prerequisite
for
Evaluation
.
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It is important to have a clearly established set
of measurable objectives
Public relations personnel and management
should agree on the criteria used to evaluate
success
Don’t wait until the end of the public relations
program to determine how it will be evaluated
If the objective is informational…
If the objective is motivational…
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Current Status of Measurement
and Evaluation
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A trend to a more
systematic approach to
evaluation
Some still believe that
public relations is more
art than science
Public relations
professionals should use
a mix of techniques to
provide a more complete
evaluation
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Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Measurement
of
Production
.
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Elementary form of evaluation
Counts the number of news releases, feature
stories, photos, guest editorials, blog postings,
etc. created, published, or produced
This type of evaluation is skewed because it
measures quantity not quality
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Measurement of Audience
Awareness

Determines if the
audience
 Actually became aware of
the message
 Understood the message
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Survey research
Day-after recall
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Measurement of Audience
Attitudes
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Changes in an audience’s perceptions and
attitudes can be evaluated using pre- and postmeasurements of attitudes
Impact of intervening variables
Statistical analysis of variance
Baseline studies graphically show the
percentage difference in attitudes and opinions
as a result of increased information and publicity
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Measurement of
Audience Action
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The ultimate objective of any public relations
effort is to accomplish organizational objectives
The ultimate objective of a company is to sell its
products and services
Raising awareness and interest is important, but
ultimately, the goal is to motivate people to
adopt an idea, vote, use a service or buy a
product
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Measurement of
Supplemental Activities
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Communication audits
Pilot tests and split
messages
Meeting and event
attendance
Newsletter readership
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Communication Audits
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All communication activity of an organization
should be assessed (audited) at least once a
year
Could include the following
 Analysis of all communication activity
 Informal interviews with rank-and-file employees,
middle management, and top executives
 Informal interviews with community leaders, media
gatekeepers, consumers, distributors, and other
influential person in the industry
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Pilot Tests and
Split Messages

Companies test the message and key copy
points in selected cities to learn how
 Media accept the message
 The public reacts
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The split-message approach is common in direct
mail campaigns
 Two or three different appeals may be prepared by an
organization and sent to different audiences
 Objective: to learn which is most effective
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Meeting and Event
Attendance
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Attendance can be a indication of people
exposed to the message
Audience attitudes can also be evaluated by
analyzing behavior at the event
Evaluation forms provide a more systematic
method of evaluating what participants think
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Newsletter Readership
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Readership should be evaluated annually
Evaluation can help ascertain
 Reader perceptions
 The degree to which stories are balanced
 The kinds of stories that have high reader interest
 Additional topics that should be covered
 The credibility of the publication
 The extent to which the newsletter is meeting
organizational objectives
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