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Ch. 10 ppt[1] Presentation Transcript

  • 1. Chapter 10Effective Communications Measurement and Evaluation
    Brooke Huger, Rachel Alderman, Jasmine Stewart, Hillary Robinson
  • 2. What you’ll take away from this chapter:
    Understand the importance of evaluation in demonstrating results
    Understand how to plan evaluation that meets the standards set by an organization’s management
    Understand how to determine evaluation criteria and the appropriate measurement tools
  • 3. Evaluation Models
    All models evaluate success based on 3 standards:
    Success that justifies the budget expenditure
    Effectiveness of the program
    Whether or not objectives were met
    • What we SHOULD focus on is measuring all these things in results.
  • PII Model(Preparation, Implementation, and Impact)
    A step model that offers level of evaluation for differing demands
    Preparation – assess whether the process functioned to produce a workable plan to meet the challenge
    Implementation – tracks the success of the tactics
    Impact – gives feedback on the outcome
  • 4. Evaluation Criteria
    Specific measures used to determine the success of each objective
    Criteria (objectives) should be restated in terms of success evaluated by a method and date
    Ex: “Achieve 80% name recognition of the client among key publics by June 30.”
    The successful achievement of objectives should result in the accomplishment of the goal (which can be measured by the 3 standards)
  • 5. Criteria for Evaluation of Plan Effectiveness
    Success is not always in the results
    Evaluate community relations
    Evaluate media relations ( beware of setting objectives for only 1 publication- code of ethics)
    Evaluate promotional events
    Evaluate your own communication and efforts
    These evaluations may not be determining specific objectives, but will help you improve your communication efforts, expertise, and professionalism overall.
  • 6. Article
    http://www.prsa.org/searchresults/view/8276/105/designing_success_develop_your_mindset_for_social?utm_campaign=PRSASearch&utm_source=PRSAWebsite&utm_medium=ISearch&utm_term=measurement
  • 7. Questions
    How can social media positively affect your client’s brand/organization?
    How can social media negatively affect your client’s brand/organization?
    What do you feel is the most effective way to monitor and evaluate the success of your client’s online promotions?
  • 8. Evaluation Tools
    Methods used to gather data needed to assess whether or not evaluation criteria were met.
    Essentially research tools, but focus on evaluation.
  • 9. Evaluation Tools
    May include:
    Surveys
    Measure sales
    Count votes
    Tally results
    Dollars raised/saved
    Legislative bills passed/failed
    Concrete outcomes
  • 10. Evaluation Tools
    Require a bench mark measurement prior to the program, during the program, or both.
    Failure to take benchmarks in the beginning results in no data for comparison.
    You will not be able to determine how far you have come.
  • 11. Evaluation Tools
    Must include:
    Source of information
    How it will be obtained
    Necessary tasks
    Example
    “Conduct a random, statistically viable, telephone survey of the key public population June 28-30, 2008, to determine what percentage recognize the client’s name.”
  • 12. Calendaring & BudgetingThe Evaluation
    The evaluation process points out the necessity of reviewing the calendar and budget to ensure that all tools are scheduled.
  • 13. Calendaring & BudgetingThe Evaluation
    Designate a separate section to specifically address the planned evaluation.
    Or, include the evaluation as part of the planned strategies and tactics for each public.
    Ensures benchmarks are done at appropriate time periods.
    Allows for the incorporation of appropriate evaluation in the detailed planning for tactics.
  • 14. Article 2
    http://proxygsu-gso1.galileo.usg.edu/login?url=http://search.ebscohost.com.proxygsu-gso1.galileo.usg.edu/login.aspx?direct=true&db=a9h&AN=44482457&site=ehost-live
  • 15. Questions
    Why is it important to allow room in your budget for evaluation?
    List examples of how evaluation and assessments can help save time and money in future campaigns
    In your own campaign what are some objectives that can be converted into an evaluation tool?