Readings from: Public Relations-Strategies and Tactics
The fourth step of the public relations process is evaluation. It is the measurement of results against established objectives set during the planning process.
Objectives: A Prerequisite for Evaluation
- Before any PR program can be evaluated, it is important to have a clearly established set of measurable objectives.
- Public relations personnel and management should agree on the criteria that will be used to evaluate success in attaining objectives.
- Don’t wait until the end of the public relations program to determine how it will be evaluated.
Current Status of Measurement and Evaluation
- Studies indicate that about 4 or 5 percent of a typical PR budget is allocated to evaluations and measurement.
- Practitioners can measure message distribution and media placements.
Measurement of Production & Message Exposure
- The combination of media placements in print, broadcast, and Internet media.
- Calculating media impressions, which is the potential audience.
- Systematic tracking using software and databases.
- Audience awareness can be measured through survey research that often uses unaided recall to determine whether the audience understood and remembers the message.