THE PUBLIC

RELATIONS
PROCESS
EVALUATION - STAGE IV
Introduction
 What is evaluation?
◦ Evaluation is “the systematic assessment of a
program and its results”.
 Why do we evaluate?
◦ It is a means for practitioners to offer
accountability to clients and to themselves
◦ Value of practitioners to management
 How do we evaluate?
◦ Evaluation criteria must be realistic, credible,
specific and inline with client expectations
Evaluation
Evaluation section must:
 Restate the objectives and
 Name the evaluation methods to be used
Questions asked during evaluation are as follows:
How we are doing, or how did we do?
Who has changed opinion?
Have they changed according to the organization’s
wants?
 Has the problems solved?
How can we improved in the future?
Evaluation at different
phases
Implementation Checking – Determines the
difference between planned and actual
implementation.
To improve on ineffective strategies
◦ restates objectives
◦ explains evaluation methods of each objective (see
stage 2)
Measures performance
◦ Indicators will show preparatory work was done
and plan was executed properly and on time
Evaluation at different
phases
Formative Evaluation – Reviews and modifies the
plan during program intervals.
Summative Evaluation – A final evaluation of
efforts at the end of a program
oLook at entire program strategies
oMeasures results
◦ Indicators show the extent to which plan outcomes
were achieved.
 
Three levels of Evaluation
Efforts
Preparation - evaluates the background research
and quality of the message.

Implementation - evaluates the distribution of

messages sent and received, strategies and actions

Impact Analysis - measures the amount of the

audience that attended to or acted upon the
message.
 Evaluation methods of
measurements
 Measurement of message exposure
i) Media impressions (how many people have been exposed)
ii) Hits on Internet (visitors on website)
iii) Advertising equivalency ($ & airtime)
Iv) Systematic Tracking - Computer database analyzed the content
media placements such as market penetration, type of publication, tone
of coverage (+/-), sources quoted etc.
V)Requests and 800 numbers
Vi) Cost-per-person
Commonly used in advertising
Airing commercial during famous and impressive program such as life
telecast of football match, MTV award etc.
Audience Attendance
Evaluation methods of
measurements
 Measurement of Audience awareness, attitudes and
actions
◦ Message received
◦ Attention to message
◦ Understood message
◦ Retain message
◦ Behavior changed
◦ Reactions
 Measurement methods:
- Focus group - Observation
- Questionnaire - sales
- crowd
Evaluation methods of
measurements
 Measurement of Supplemental Activities
 Communication audits (memos, interviews, logos,
advertising, mailing lists, personnel forms, report etc.
 Pilot Tests and Split Messages
Pilot test (before implementing the actual activity test run at
sample)
Split messages (prepare two or more different appeal on
messages)
Meeting and Event attendance
Observation on informal actions or nonverbal communication
such as facial expression, applause, remarks etc.
Evaluation methods of
measurements
Newsletter Readership
Editor of newsletters evaluates readers annually
on perceptions, balanced stories, reader’s
interest on types of stories, credibility of
publications and meetings organizational
objectives
Methods: Content analysis, surveys or article
recall
Evaluation methods of
measurements
 Measurement of Production
 news releases
 photos
 press conferences
 sales
 message exposure in the traditional media
message exposure on social media
Number of likes
Number of followers
Number of re-tweets
Favorable comments
Evaluation Outcomes
◦ Determine program effectiveness.
◦ Interpret results.
◦ Identify unanticipated results.
◦ Make recommendations concerning subsequent
programs or program cycles.