Planning and Evaluation
- Planning and Research
Finding out background information about a company, product or person to assist with a public relations campaign. - Evaluation
Measuring the impact of a public relations campaign. This process is typically linked with planning and research. - Measuring success
Successful public relations was traditionally evaluated by measuring the total media coverage achieved. But counting column inches does not give the whole picture or measure changes in attitudes. Nobody can control the media and nobody can predict more significant events distracting editors from your carefully planned activities.
Other aspects may be easier to measure, either through increased sales, better margins, wider distribution or cracking new markets. How you measure success will depend on what you seek to achieve. Planning and research before and after the campaign is the most reliable method of checking that things are progressing. Also, the more measurable the objectives, the easier it will be to evaluate the results..... more