Reading Notes Ch.8 Comm 2322

Evaluation

Evaluation: the measurement of results against established objectives set during the planning process. The desire to do a better job next time is a major reason for evaluating public relations efforts, but another equally important reason is the widespread adoption of the management-by-objectives system by clients and employers to public relations personnel.

Measurement of Message Exposure

  • Media Impressions
  • Hits on the Internet
  • Advertising Equivalency (AVE)
  • Systematic Tracking
  • Requests and 800 numbers
    1. Content Analysis
    2. Readership Interest Surveys
    3. Article Recall
    4. Advisory Boards
  • Return on Investments
  • Audience Attendance

Measurements of Supplemental Activities

  • Communication Audits
  • Pilot Tests and Split Messages
  • Meeting and Event Attendance
  • Newsletter Readership

The found the notes from this book.

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