Chapter 8 Notes

Public Relations Strategies and Tactics by: Dennis L. Wilcox and Glen T. Cameron

Chapter 8

  • The fourth step of the public relations process is evaluation.
  • Evaluation is the measurement of results against established objectives set during the planning process.
  • It’s important to have a clear established set of measurable objectives.
  • There are several ways to evaluate public relations efforts: measurement of production, message exposure, audience awareness, audience attitudes, and audience action.
  • Objectives are important and should be part of any program.
  • There are other types of measurement that can be used in pr activities such as communication audits, pilot tests and split messages, meeting and event attendance and newsletter readership.
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