Chapter 8: Evaluation

Wilcox D.L. and Cameron, G. T. (2009). Public Relations Strategies and Tactics ninth edition. Boston: Allyn and Bacon. 

Basic evaluation questions that any practitioner should ask: here is a check list:


  • What the activity or program planned?
  • Did the precipitants of the message understand it?
  • How could the program strategy have been more effective?
  • Where are primary and secondary audiences reached?
  • Was the desired organizational objective achieved?
  • What unforeseen circumstances affected the success of the program or activity?
  • Did the program or activity fall within the budget set for?
  • What steps can be taken to improve the success of similar future activities?

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