Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success.
Chapter 7: Evaluation of Public Relations Efforts
Evaluation of Public Relations Efforts
- Vignette: “Moving the Needle” and Making a Difference
- Reaching the Final Destination: Evaluation
- Process Versus Outcome Evaluation
- Appropriate Evaluative Data
- Value of Learning
- The Failure to Evaluate
- Simplifying Evaluation
- Further Exploration
Vignette: “Moving the Needle” and Making a Difference
The late 1990s witnessed an increased concern over cholesterol. Although it was a major factor in heart disease, Americans did not understand what high cholesterol really meant or how to control the “bad” cholesterol in their diets. Parke-Davis and Pfizer, the pharmaceutical leaders in cholesterol lowering, joined forces with the American Heart Association to change this situation. The end result was a program called “The Cholesterol Low Down ...