The strategic PR-evaluation plan

The structure plan is the core element of the instruments for strategic PR-evaluation. Originally, it is an element of project management which has been adapted for PR-evaluation by Nanette Besson in her dissertation (cf. Besson 2008).

In the structure plan, the phases of the evaluation and the PR-measures are listed. After that, appropriate evaluation instruments are added to the plan.

Each measure has to be subdivided into separate, numbered work units. A work unit gives a detailed description, who carries out what, when, in which time and which costs arise by that. The sum of all work units of the project's structure plan forms the total project, i.e. each activity has to be described in a work unit.

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