Posted by: katiecrawford | April 1, 2009

Chapter 8: Evaluation

evaluation2Chapter 8 from Public Relations: Strategies and Tactics  by Wilcox and Cameron focuses on the final step in the public relations process; evaluation.

The evaluation process help the PR professional look at what went right and what went wrong. It is the “measurements of results against objectives” (Wilcox and Cameron 210). In order to determine what needs to be evaluated one first must look at the measurable objectives such as, production, message exposure, audience awarness, audience attitudes, audience action, and supplemental activites.

One objective that I enjoyed learning about was the measurement of message exposure. Message exposure deals with how many the message reached. Ways to assess this include media impressions, hits on the internet, advertising equivalency, systematic tracking, audience attendance, and much more.

(Information in this blog was from:

Wilcox, Dennis L., and Glen T Cameron. Public Relations: Strategies and Tactics. Danbury: Allyn & Bacon, Incorporated, 2008.)


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