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Chapter 8 Evaluation Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 8 Objectives Understand the purpose of evaluation Know the key elements of objectives Distinguish the measurement of different communication components Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Purpose of Evaluation The fourth step in the public relations process is evaluation The systematic assessment of a program and its results A means for practitioners to offer accountability to clients—and to themselves Reasons for evaluation Desire to do a better job next time Adoption of the management-by-objectives system Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Objectives: A Prerequisite for 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 Don’t wait until the end of the public relations program to determine how it will be evaluated If the objective is informational… If the objective is motivational… Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Current Status of Measurement and Evaluation A trend to a more systematic approach to evaluation Some still believe that public relations is more art than science Public relations professionals should use a mix of techniques to provide a more complete evaluation Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. 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 Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Measurement of Audience Awareness Determines if the audience Actually became aware of the message Understood the message Survey research Day-after recall Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Measurement of Audience Attitudes Changes in an audience’s perceptions and attitudes can be evaluated using pre- and postmeasurements of attitudes Impact of intervening variables Statistical analysis of variance Baseline studies graphically show the percentage difference in attitudes and opinions as a result of increased information and publicity Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Measurement of Audience Action The ultimate objective of any public relations effort is to accomplish organizational 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 adopt an idea, vote, use a service or buy a product Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Measurement of Supplemental Activities Communication audits Pilot tests and split messages Meeting and event attendance Newsletter readership Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. 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, consumers, distributors, and other influential person in the industry Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Pilot Tests and Split Messages Companies test the message and key copy points in selected cities to learn how Media accept the message The public reacts The split-message approach is common in direct mail campaigns Two or three different appeals may be prepared by an organization and sent to different audiences Objective: to learn which is most effective Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Meeting and Event Attendance Attendance can be a 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 think Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Newsletter Readership 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 Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.