Continuity and entirety of evaluation
We define PR-evaluation as the continuous recording,
assessment and control of the PR-process. That does not only comprise
the analysis of media resonance. The whole PR-management process is
rather the aim of evaluation: quality of the PR-concept, the
implementation according to plan, the activities themselves and their
effects on the short term and on the long term. This way of taking into
account the entirety of the process allows an exact research of the
causes of success or failure of a PR-campaign. On the basis of
objective data you are enabled to optimize your PR-programs.
Strategic PR-evaluation is carried out equivalently to
the PR-management process:
Form the drawing up of the concept and the
implementation to the final result, the quality and effectiveness of
the PR-activity is recorded, assessed and controlled.
Evaluation with „objective and purpose“
Strategic PR-evaluation also means that evaluation is
not carried out incoherently and disjointedly, but planned: the
objectives and intentions of the evaluation are defined and a plan of
measures is made up, which guides the recording of data and the
analysis. Information is collected systematically to form a total
picture of the situation and the processes. We carry out this
methodical proceeding by applying classic methods of project management
(for example structure plan, sequence plan). The processing and
analysis of the data is carried out according to a special balanced
PR-evaluation system, which is specifically adapted to each project.
This "Balanced PR-Evaluation System" is a core element of our strategic
proceeding (see at the bottom "Balanced PR-Evaluation System").
Project "Strategic PR-Evaluation"
The PR-evaluation itself is organised as a strategic
project. "Evaluation with objective and purpose" means: evaluate with
objective, schedule and organisation.
Elements of the project:
Strategic PR-evaluation plan
Definition of objectives and intentions
of the evaluation
Project leader and organizer
Strategic PR-evaluation report
Report of the complete project
PR-evaluation system (tool)
Instruments for the capturing and
analysis of the data
Ensure the appropriateness of the means
Evaluation is merely an accompanying project of the
actual PR-work. Therefore, it is a primary principle that the effort
for evaluation keeps a reasonable proportion compared with the
PR-campaign. The instruments developed by Nanette Besson can be reduced
to single core elements, to ensure the appropriateness of the means.
„Strategische PR-Evaluation“ by Nanette Besson. Published at VS Verlag
third edition 2008.
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