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16 Cards in this Set
- Front
- Back
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What is evaluation for a PR plan? |
Evaluation is the fourth step in the public relations process R.A.C.E. It's the systematic assessment of a program and its results and its a means for practitioners to offer accountability to clients and to themselves. |
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What are the reasons for evaluation? |
Desire to do a better job next time, and show positive results |
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What are the prerequisites of evaluation? |
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, and they should figure out if the objective is informational or motivational. |
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What questions should be asked when figuring out objectives? |
-Was the activity of program adequately planned? -Did the recipients of the message understand it? -How could the program strategy have been more objective? -Were all primary and secondary audiences reached? -What unforeseen 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? |
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What's the current status of measurement and evaluation? |
-A trend to a more systematic approach to evaluation -Some still believe that public relations is more art then science. -Public relations professionals should use a mix of techniques to provide a more complete evaluation. |
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What is the measurement of production? |
-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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What is the measurement of message exposure? |
-The most widely practiced form of evaluating public relations programs is the compilation "clips" -Media Impressions: the number of people exposed to media messages. -Basic Web Analytics -Advertising Value Equivalency (AVE): Calculates the monetary value of message exposure -Systematic Tracking -Requests and 800 numbers -Return on Investment (ROI) |
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What is the measurement of audience awareness? |
-Determines if the audience actually became aware of the message and if the audience understood the message -Survey Research -Day-After Recall |
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What is the measurement of audience attitudes? |
-Methods: >Statistical analysis of variance >Baseline Studies- changes in an audience's perceptions and attitudes can be evaluated using pre- and post- measurements of attitudes |
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What is the measurement of audience action? |
-The ultimate objective of any public relations effort is to accomplish 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 actually do something. |
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What is the measure of supplemental activities? |
-Communication Audits -Pilot tests and split messages -Meeting and event attendance -Newsletter readership |
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What are communication audits? |
-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, consumer, distributors, and other influential person in the industry |
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What are pilot tests? |
Companies test the message and key copy points in selected cities to learn how |
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What are split messages? |
Split-Message Approach: common in direct mail and e-mail campaigns -2-3 different appeals may be prepared by an organization and sent to different audiences -Objective: to learn which is most effective |
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What does meeting and event attendance mean for evaluation? |
-Attendance can be an 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 thing (Likert-type comment cards) |
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What does newsletter readership do for evaluation? |
-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 |
