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

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