Instruments of evaluation
We want to show that there exist easy and convenient
ways to evaluate - even with the already existing equipment! The
methods from social siences - survey, observation, content analysis and
- have to be standardized in questionnaires and check lists for that.
Scales like for example college grades make it possible to quantify
qualitative data and to transform it into handy figures. In this
regard, open questions are a constructive source for discovering
potential for improvement. Therefore, they should never be forgotten
during the recording and the analyis!
Here we offer you some simple instruments for PR-evaluation for free
Questionnaire for PR-conception to record and to
evaluate the quality of a PR-concept (83 KB / PDF)
Analysis of the situation, strategy and tactic have to be checked
thoroughly, before the PR-program starts!
Recording of the quality of produced communication
measures and media
KB / PDF)
How do independent experts (for example colleagues
in the own team or company) assess the activity? Does the texts match
with quality criteria of journalism, is the media (for example CD-ROM)
clearly structured and easy to handle? Is the situation of personal
communication convenient (for example clothes, location, but also
attention, eye contact)?
Questionnaire for the evaluation of a press kit (92
How is the press kit structured, does content and form match with
demands of quality of journalists?
for cooperation within the PR-team (92
How does the
cooperation in the team work out? Are the employees satisfied with the
sharing of work and for example with technical resources?
Process control with respect to the plan (64 KB /
Is the organisation in plan as regards costs, time, measures and
resources? Early detection of divergences from the plan makes a fast
correction possible, BEFORE the project gets out of hand!
Questionnaire for the evaluation of events (95 KB /
How was the location evaluated, how were contents and presentation of
the speakers liked? Question your target group or participating,
On each questionnaire the stage of evaluation (for
example evaluation of instruments) and the section of the stage (for
example media resonance) are listed.
We would be glad to know about your suggestions for further instruments
or your proposals for changes of our questionnaires! Please write to
Dr. Nanette Besson: firstname.lastname@example.org.