Tiana Holding

Chapter 8 Notes

Posted on: April 27, 2010

Public Relations – Strategies and Tactics

Chapter 8 – Evaluation

Evaluation is the measurement of results against  objectives.

Objectives should be a part of any program plan. There must be agreed-upon criteria to evaluate.

The most basic form of evaluation is the measurement of how many news releases, brochures, annual reports, etc. are distributed in a single year.

Message exposure also needs to be measured, along with audience awareness, audience attitudes, audience action and supplemental activities.

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