Evaluation (chp.8)

April 27, 2009 at 8:11 PM (Assignments)

Evaluation is like the measurement of how well you objective went, what were the results? Without evaluations there is no way of knowing if things really went well, if things are not working, which parts need to be fixed. Professor Bissland of Bowling Green State University (http://www.bgsu.edu/) states that the evaluation process is “the systematic assessment of a program and its results. It is a means for proactitioners to offer accountability to clients- and to themselves.”

Obviously there needs to be something to be evaluated in order to gain results. There are usually a set of measurable objectives already set out before the evaluation process comes into play. While evaluation is considered the 4th step of the public relations process it should be done throughout the process. This can make it easier to get results in the end.

Here are a couple of evaluation questions the text Public Relations: Strategies and Tactics offer:

  • Was the activity or program adequately planned?
  • Did the recipients of the message understand it? (also important part of the communication process)
  • How could he program strategy have been more effective?
  • Were all primary and secondary audiences reached?
  • Was the desired organizational objective reached?
  • What unforeseen circumstances affected the success of the program or activity?
  • Did the Program or activity fall withing the budget set for it?
  • What steps can be taken to improve the success of similar future activities?

Info from:

Public Relations: Strategies and Tactics (9th Edition)


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