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Brooke Huger, Rachel Alderman,
Jasmine Stewart, Hillary Robinson
 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
 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.
 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
 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)
 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.
 http://www.prsa.org/searchresults/view/82
76/105/designing_success_develop_your_min
dset_for_social?utm_campaign=PRSASearch&
utm_source=PRSAWebsite&utm_medium=ISea
rch&utm_term=measurement
 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?
 Methods used to gather data needed to
assess whether or not evaluation criteria
were met.
 Essentially research tools, but focus on
evaluation.
 May include:
 Surveys
 Measure sales
 Count votes
 Tally results
 Dollars raised/saved
 Legislative bills
passed/failed
 Concrete outcomes
 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.
 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.”
 The evaluation
process points out
the necessity of
reviewing the
calendar and
budget to ensure
that all tools are
scheduled.
 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.
 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
 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?

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Ch. 10 ppt[1]

  • 1. Brooke Huger, Rachel Alderman, Jasmine Stewart, Hillary Robinson
  • 2.  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.  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.
  • 4.  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
  • 5.  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)
  • 6.  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.
  • 8.  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?
  • 9.  Methods used to gather data needed to assess whether or not evaluation criteria were met.  Essentially research tools, but focus on evaluation.
  • 10.  May include:  Surveys  Measure sales  Count votes  Tally results  Dollars raised/saved  Legislative bills passed/failed  Concrete outcomes
  • 11.  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.
  • 12.  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.”
  • 13.  The evaluation process points out the necessity of reviewing the calendar and budget to ensure that all tools are scheduled.
  • 14.  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.
  • 16.  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?