Marilyn's Life From East to West


Chapter 8- Evaluation
April 28, 2009, 1:12 am
Filed under: Reading Notes

Evaluation is the fourth step in the public relations process.  Why is evaluation so important?  Well, that’s what this chapter is all about.  Evaluation put shortly is a measurement of how well everything went according to the planning process.  Many times it is the audience that contributes to the evaluation.  Their awarenss, attendance, atiitude, etc are all vital to the programming.

Based off of what I just said, message exposure is key.  If the audience isn’t at least hearing the message, then there will be little if no impact.  Media impressions are the audiences reached by a mass media accding to Wilcox and Glenn from Public Relations: Strategies and Tactics. This seems very obvious that the evaluation would be measured on the audience, but there are many other variables in the mix.  The way that the message is exposued via mediums and messages, and the way that the audience absorbs the message.

One way to measure audience awareness is to do a day-after recall.  This is a good idea because by catching someone the day after they have seen a news story or movie, it is easier to observe what the most memorable points were.  In order to measure audience attitudes, a baseline study can work very well.  The breakdown of this study is to see how the audience member’s views change throughout the course of the message.  Then, audience action can be measured to see what effect the message had.  This needs to be observed because the objectives set by the public relations team needs to be met.

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