15. Evaluation

Question 1

whats the good better and best of evalution

Answer 1

good: measuring targeted audience and media placements… better: measuring retention and comprhension… best: measuring behavior and attitude change

Question 2

Evalutation best practices: Public relations personnel and mangement should agree on the critetia to be used to evaluate ____ in attaining objectives

Answer 2

success

Question 3

Evalutation best practices: Evalutation starts in the planning stage, as the PR problem or opportunity takes the form of _______to be measured against

Answer 3

goals and objectives

Question 4

4 evalutaion tactics

Answer 4

tracking by request for more information (800 and online) … measurement by cost effectiveness ( Cost Per Thousand CPM and ROI)… day after recall of key messages…sales donation letters texts

Question 5

Evaluation tactics 3

Answer 5

tracking by pilot message (different per city and publics) … event measurement (attendance, audience rating, audience behavior)…. newsletter or e news letter readership metrdics

Question 6

good vs bad evaluation

Answer 6

good: web analytics .. bad: ad value equivalency