Ch. 10 ppt[1]


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Ch. 10 ppt[1]

  1. 1. Brooke Huger, Rachel Alderman, Jasmine Stewart, Hillary Robinson
  2. 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. 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. 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. 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. 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.
  7. 7.  76/105/designing_success_develop_your_min dset_for_social?utm_campaign=PRSASearch& utm_source=PRSAWebsite&utm_medium=ISea rch&utm_term=measurement
  8. 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. 9.  Methods used to gather data needed to assess whether or not evaluation criteria were met.  Essentially research tools, but focus on evaluation.
  10. 10.  May include:  Surveys  Measure sales  Count votes  Tally results  Dollars raised/saved  Legislative bills passed/failed  Concrete outcomes
  11. 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. 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. 13.  The evaluation process points out the necessity of reviewing the calendar and budget to ensure that all tools are scheduled.
  14. 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.
  15. 15.  http://proxygsu- db=a9h&AN=44482457&site=ehost-live
  16. 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?