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Public Relations Planning Course Part 5: The evaluation phase

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Part 1 of a 5-part slide series to accompany the book “A Manager’s Guide to PR Planning: A Practical Approach” 2nd edition by Patricia Parsons.
The book is available from online book sellers and the publisher, Routledge.
https://goo.gl/e1pGMH
https://goo.gl/duz42j

Published in: Business
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Public Relations Planning Course Part 5: The evaluation phase

  1. 1. PROFESSORPARSONS.COM 1 The following slide presentation is designed to accompany the workbook “A Manager’s Guide to PR Projects: A Practical Approach” 2nd edition © PJ Parsons 2018
  2. 2. THE EVALUATION PHASE PART 5 PROFESSORPARSONS.COM 1
  3. 3. WHAT THIS SECTION COVERS…  Fundamental principles guiding PR evaluation  Planning the evaluation: what we need to evaluate  Approaches to evaluation: strategies and tactics PROFESSORPARSONS.COM 3
  4. 4. FUNDAMENTAL PRINCIPLES OF PR EVALUATION WHAT AND WHEN PROFESSORPARSONS.COM 4
  5. 5. A WORKING DEFINITION OF “EVALUATION” FOR PR ACTIVITIES EVALUATION is a measurement of an organization’s success in disseminating planned messages to its targeted publics to reach specific communication and relationship goals and objectives. PROFESSORPARSONS.COM 5
  6. 6. THE EVALUATION CYCLE Formative Research Ongoing Research Summative Research PROFESSORPARSONS.COM 6
  7. 7. ARE “PERFORMANCE INDICATORS” THE SAME AS EVALUATION?  A Performance Indicator is a “clear, unambiguous statement of desired or required results” and includes the delineation of the criteria set up to measure actual outcomes.  An Evaluation Strategy must provide the methods by which the performance indicators will be measured.  So, the answer is NO. PROFESSORPARSONS.COM 7
  8. 8. THE “BARCELONA PRINCIPLES”: GUIDANCE FOR PR PROFESSORPARSONS.COM 8 It's important to evaluate outcomes, outputs & organization impacts. You should employ both quantitative & qualitative methods. All strategies & tactics, including social media, need to be measured. You should use only transparent, consistent and valid measurements.
  9. 9. PLANNING THE EVALUATION IDENTIFYING WHAT NEEDS TO BE EVALUATED PROFESSORPARSONS.COM 9
  10. 10. WHAT WE EVALUATE  Productivity  Message Dissemination  Message Accuracy  Penetration  Change in Knowledge Level  Change in Attitude  Change in BehaviourPROFESSORPARSONS.COM 10
  11. 11. EVALUATING RELATIONSHIPS Control mutuality Trust Satisfaction Commitment PROFESSORPARSONS.COM 11
  12. 12. APPROACHES TO EVALUATION OVERALL STRATEGY & INDIVIDUAL TACTICS PROFESSORPARSONS.COM 12
  13. 13. SAMPLE EVALUATION TACTICS  Surveys  Focus groups  Media tracking  Inquiry tracking  Readability assessments  Expert reviews  Readership surveys  Content analysis  AuditsPROFESSORPARSONS.COM 13
  14. 14. STRATEGIES & EVALUATION TACTICS Strategy Typical Evaluation Tactic Public information campaign Polls, pre-post-test News conference Media monitoring Events / celebrations Attendance, media monitoring, staff debriefing, participant rating Spokespersons Booking evaluation, opinion polls Fundraising event Donor tally, prospect list, pledges Social responsibility efforts Focus groups, opinion polls, opinion leader interviews Lobbying Media analysis, legislation monitoring Meetings, conventions Registration tally, participant feedback
  15. 15. PROFESSORPARSONS.COM 15 MEASURING SOCIAL MEDIA OUTCOMES Exposure Engagement Influence Share of voice Social Media Effects
  16. 16. PROFESSORPARSONS.COM 16 THE “BENCHMARK” …a standard against which you may compare or judge something…

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