The integrated PR-evaluation model

The integrated PR-evaluation model (Besson 2008) represents the theoretical background for strategic PR-evaluation. It integrates the approaches of established international evaluation models of Cutlip, Center & Broom, Grunig & Hunt, Macnamara, Lindenmann, IPRA, IPR, ICO, Watson und Noble.

The model matches with standard requirements for evaluation: PR-evaluation should be flexible, but should be carried out with standardized methods and scientific claim. It is recommendable to implement it decisively and purposefully, to orientate it on the long term and to communicate the results actively (cf. Besson 2008, 79).

The integrated PR-evaluation model is structured like a modular construction system: It includes modules with all stages of activity and effect. By adding or leaving out, expanding or shortening modules it can be adapted to any situation of the individual PR-program - from a simple, single PR-event to a complete campaign for product launch. Therefore it provides an ideal combination of standardization and flexibility. The system is also able to integrate adjoining communication fields by assimilation of further modules of methods or instruments, as it has its origin in principles of general strategic planning, which are valid for any special field.

Basic precondition of the integrated PR-evaluation model is the drawing up of a PR-concept. The PR-program has to be based on an exactly designed, purposeful concept. This concept is the basis of the evaluation concept.

The model consists of three divisions: the preconditions for PR-evaluation, the program evaluation and the exploitation of the results. The model is constructed in form of a circle, as this form supports the requirement for continuity. At the same time there is a continuous function of feedback accompanying all phases. This function represents the role of a coordinator, who checks the keeping of the evaluation plan and puts the results of the evaluation already during the process to the PR-manager's disposal. This way, it is possible to optimize the PR-program immediately.

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