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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

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.

PR-management level

 

planning

implementation

control

   

analysis of the
situation and
 development
of the strategy

quality
management
reports of the proceeding

control of the result



adapting the initial data

 

PR-evaluation level


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

Evaluation manager
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.

Literary reference
„Strategische PR-Evaluation“ by Nanette Besson. Published at VS Verlag third edition 2008.

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