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.