Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-

Chapter 8- Evaluation

This chapter details the need for evaluation of a PR campaign. In this stage professionals can assess the effectiveness of a PR campaign. There are multiple measures of success; production, exposure, awareness, attitudes, and action. A large percent of public relations budget is put in place for evaluations and measurement of these criteria can help to enhance the effectiveness of future PR campaigns.