Ch 8 Evaluation - EVALUATION systematic assessment of a...

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EVALUATION “systematic assessment of a program and its results…accountability to clients – and to [practitioners].” Increasing pressure to show “bottom line” results Starts in the planning stage with “the most precise, most results-oriented objectives… that are realistic, credible, measurable, and compatible with the client’s demands…”
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EVALUATION Motivational objectives most difficult to accomplish Did PR efforts cause effects rather than advertising or other marketing strategies? See list of basic evaluation questions p. 195
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EVALUATION Three levels of measurement p. 196 (194) Basic : target audiences, impressions, media placements Intermediate : reception, comprehension, retention, awareness Advanced : opinion, attitude, behavioral changes
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PRODUCTION Simple count of how many pieces were produced (news releases, feature stories, etc.) Meaningful? Simple count of how many materials were
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Ch 8 Evaluation - EVALUATION systematic assessment of a...

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