Evaluation is very strategic when it comes to public relations, understanding and defining it is well described by Watson and Noble (2005),
“the practice of evaluation involves the systematic collection of information about the activities, characteristics, and outcomes of programs, personnel, and products for use by specific people to reduce uncertainties, improve effectiveness, and make decisions with regard to what those programs, personnel, or products are doing and affecting” (p. 22).
So in order to see if your efforts to complete your goals and objectives have paid off, you have to evaluate. In order to do that, you have to measure your work to see if there has been improvements and where they are coming from. This can be difficult especially in the public relations field. Measurement particularly is hard because depending on your goal, there are generally many strategies and tactics that have been put in place to make that difference. Determining what in particular it is that is making a difference is the hard part as it includes a lot of research and attention.
Once again one of the major reasons for evaluation is to see not only where a company has made success but if a company has made success. This can also be determined by measuring the ROI aka “return on investment”; subtracting your gains from your costs. Although ROI is one of the most cost-effective strategies, you may be left not knowing where or what resources you should be investing in. Some great advice given by Comcowich (2018) states that “Data can sometimes prevent you from taking your brand to the next level, from establishing your company as a leader in its field and vastly improving the public perception of your brand” (para. 17).
Other ways to evaluate success can be things like surveys, media monitoring or general online analysis. Surveys can be used best for assessing effectiveness of the key message. “If the company’s key message is to communicate a superior brand, then the survey results should reveal if the message was received as intended” (West, 2017). Media monitoring is best for determining if the message you are broadcasting on the radio is reaching their target markets since you are able to choose what audience the message will reach. This focuses on if the message helps reach the clients goals and/or objectives. Lastly, online analysis can determine how many interactions certain online pages get, especially social media where people can post comments or reviews about businesses or organizations. Ultimately, there are many ways to evaluate a company’s success. Knowing which ones can be determined by examining the goals and objectives one by one. These resources will make your job easier and more effective.
Sources:
Comcowich, W. (2018, December 3). Is Return on Investment (ROI) the Best Metric to Measure PR Success? Retrieved from https://glean.info/is-return-on-investment-roi-the-best-metric-to-measure-pr-success/.
Watson, T., & Noble, P. (2005). Evaluating public relations: A best practice guide to public relations and evaluation planning, research & evaluation. London;Sterling, VA;: Kogan Page Ltd.
West, B. (2017, November 21). Evaluation Techniques Used in PR. Retrieved from https://yourbusiness.azcentral.com/evaluation-techniques-used-pr-21450.html.
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