Evaluation is the focus of chapter eight. Evaluation is an extremely important process in making sure your objectives where achieved. To rate any program plan there must be an agreed upon set of criteria to evaluate them on. Management of production measures staff’s output and productivity and reports this to management. To measure message exposure one way is to calculate media expressions, or the potential audience reached by the message. Other ways are by using databases to track different criteria or by determining how much it costs to reach each member of the target audience. Audience Awareness can be measured easily through survey research just to see if the audience understood the message or not. The other three things that would need to be measured for an evaluation would be audience attitudes, audience action, and supplemental activities.
TEXT: Public Relations Strategies and Tactics 9th edition Dennis L. Wilcox & Glen T. Cameron