Chapter 8 Reading Notes

April 27, 2010 at 4:50 pm (Comm 2322, Reading Notes) (, , )

  • The E in the R.A.C.E. acronym developed by John Marston stands for Evaluation. This helps us understand if the audience was reached and what the effect was if they were.

Page 8-9 Public Relations Strategies and Tactics by Wilcox and Cameron

  • After an idea or message is communicated a public relations practitioner should evaluate their performance based on this checklist:
  1. Was the activity or program adequately planned?
  2. Did the recipients of the message understand it?
  3. How could the program stratery have been more effective?
  4. were all primary and secondary audiences reached?
  5. was the desired organizational objective achieved?
  6. what unforeseen circumstances affected the sucess of the program or activity?
  7. Did the program or activity fall within the budget set for it?
  8. What steps can be taken to improve the success of similar future activities?

Page 194-195 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Evaluation goals for public relations programs can be grouped into three measurement levels
  1. Basic- Measuring targeted audiences, impressions, and media placements.
  2. Intermediate- Measuring retention, comprehension, awareness, and reception.
  3. Advanced- Measuring behavior change, attitude change, and opinion change.

Page 196 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Message Exposure can be monitored several ways
  1. Media impressions
  2. Hits on the internet
  3. Advertising equivalency
  4. Systematic tracking
  5. Requests and 800 numbers
  6. Return on investment
  7. Audience attendance

Page 197-204 Public Relations Strategies and Tactics by Wilcox and Cameron

  • The measurement of supplemental activities can be evaluated several ways
  1. Communication audits
  2. Pilot tests and split messages
  3. Meeting and event attendance
  4. Newsletter readership

Page 208-210 Public Relations Strategies and Tactics by Wilcox and Cameron

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