Chapter 8 Notes

Chapter 8 describes the evaluation process.  Here are a few notes I put together while reading the chapter:


Evaluation is the 4th step in the PR process. (RACE)

The purpose of an evaluation is to measure data, stats, and other forms of results; then relate them to our objectives.

 Here are the most widely used methods for evaluating pubic relations efforts:

  1. Measurement of production
  2. Message exposure
  3. Audience awareness
  4. Audience attitudes
  5. Audience action

Many times, a PR practitioner will use a combination of methods to evaluate a program. 


There are four types of ways to measure supplemantal activities:

  • Communication Audits
  • Pilot Tests
  • Meeting and Event Attendance
  • Newsletter readership

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