CMST 2PR3 Chapter Notes - Chapter 8: Performance Indicator, Summative Assessment, Content Analysis
14 Dec 2016
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Document Summary
The most common buzzwords in pr in the last 10 years have been evaluation and accountability. Pr results need to be measured to know if smart (speci c, measurable, achievable, relevant and time bound) objectives have been met. Pr needs to set direction, allocate & manage resources and monitor progress. Evaluation is the analysis of an active communications model. Evaluation acknowledges all possible communication models (not just linear), all publics involved. Evaluation is essentially a process to assess the quality and effectiveness of a project. It is a key element of any communications strategy - campaigns, media, agencies, and our communications delivery model must all be evaluated to measure success. Evaluation uses same tools as any other pr project (surveys, questionnaires, content analysis, opinion polls, behaviour studies, interviews, secondary research) 4. formative evaluation as ongoing measurement making sure programme is on track and changing as necessary: summative evaluation to analyze whether objectives were met.
