These notes are taken from Chapter 8, Evaluation, from the text Public Relations: Strategies and Tactics.

Evaluation is the fourth step of the Public Relations process. It is the measurement of results against established objectives set during the planning process discussed in Chapter 6.

Evaluation is defined as “the systematic assessment of a program and its results.”

The basic evaluation questions that any practitioner should ask:

  • Was the activity or program adequately planned?
  • Did the recipients of the message understand it?
  • How could the program strategy have been more effective?
  • Were all primary and secondary audiences reached?
  • Was the desired organizational objective received?
  • What unforeseen circumstances affected the success of the program or activity?
  • Did the program or activity fall within the budget set for it?
  • What steps can be taken to improve the success of similar future activities?