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.
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?