Posted by: beccathomas | March 25, 2009

Key Points

Here are some key points/highlights from Chapter 8 in my PR textbook:

  • Evaluation is the measurement of results against objectives
  • Objectives should be a part of any program plan
  • Studies indicate that 4 or 5 percent of a typical public relations budget is allocated to evaluations and measurement
  • There must be agreed upon criteria used to evaluate success in obtaining any objectives

*All of this information was obtained directly from the Public Relations Strategies and Tactics textbook by Dennis Wilcox and Glen Cameron*

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