Reading Notes: Chapter 8

June 24, 2010

Evaluation: Evaluation is the measurement of results against established objectives set during the planning process.

The most widely used forms of the evaluation process are:
◦Measurement of production
◦Message exposure
◦Audience awareness / attitudes / action
◦Advertising Equivalency

The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.

Information in the post can be found at Public Relations: Strategies and Tactics Authored by Dennis Wilcox and Glen Cameron


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: