SlideShare a Scribd company logo
Evaluating Your PR Campaign
Bradley A. Gangnon
2/21/2014
What is Evaluation?
• Evaluation = testing measurements
• Evaluation = verifying timelines
• Formative vs Summative
– Formative or interim evaluations
• On track or tweak
– Summative or final evaluations
• Fulfilled objectives/need new plan
You Evaluate Objectives
• SMART Objectives
• Communication Key Words
– Inform, educate, share, provide
– Persuade, convince, influence, reinforce
– Networking: establish, connect, reinforce
– Outreach: meet, connect, address, engage
Begin with M or T
Measurement
• Inform 30% of third grade
parents of the value of
summer science camp by
March 1st .
Time Focus
• Secure 40 third grade
enrollees in summer science
camp by May 1.

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Evaluating your pr campaign

  • 1. Evaluating Your PR Campaign Bradley A. Gangnon 2/21/2014
  • 2. What is Evaluation? • Evaluation = testing measurements • Evaluation = verifying timelines • Formative vs Summative – Formative or interim evaluations • On track or tweak – Summative or final evaluations • Fulfilled objectives/need new plan
  • 3. You Evaluate Objectives • SMART Objectives • Communication Key Words – Inform, educate, share, provide – Persuade, convince, influence, reinforce – Networking: establish, connect, reinforce – Outreach: meet, connect, address, engage
  • 4. Begin with M or T Measurement • Inform 30% of third grade parents of the value of summer science camp by March 1st . Time Focus • Secure 40 third grade enrollees in summer science camp by May 1.