Think Happy Thoughts

Chapter 8- Evaluation

Posted on: March 25, 2009

Objectives: A prerequisite for evaluation

  • Was the activity or program adequately planned?
  • Did the recipients of the message understand it?
  • How could the program strategy have been more effective?
  • Were all primary and secondary audiences reached?
  • Was the desired organizatinal objective achieved?
  • What unforseen circumstances affected the success of the program or activity?
  • Did the program or activity fall within the budget set for it?
  • What steps can be taken to improve the success of similar future activities?

Media Impressions- The potential audience reached by a periodical, a broadcast program, or an internet website.

Advertising Equivalency- A 5 inchΒ  acrticle in a trade magazine thats charges $100 per column inch for advertising would be worth $500 in publicity value.

Measurement of Audience Awareness

  • Day after recall- participants are asked to view a specific television program or read a particular news story and then the next day they are interviewed to learn which messages they remembered.

Measurement of Audience Attitudes

  • Baseline Study-Β  measurement of audience attitudes and opinions before, during, and after a public relations campaign
  • Benchmark studies- graphically show the percentage difference in attitudes and opinions as a result of increases information and publicity.

Measurement of Supplemental Activities

  • Communication Audits
  • Pilot tests and split messages
  • Meeting and event attendance
  • Newsletter readership

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-

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