Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Cutlip & Center's Effective PUBLIC RELATIONS PART III Management Process Chapter 14 Step Four: Evaluating the Program Tenth Edition

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Study Guide After studying Chapter 14, you should be able to: 1.Define formative and summative evaluation research. 2.Discuss how research is used to evaluate the preparation, implementation, and impact phases of public relations programs. 3.Outline the recommended steps for conducting evaluation research. 4.Outline the criteria used to evaluate program preparation, implementation and impact. 5.List and describe research methods commonly used for evaluating public relations programs. 14-1

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 14-2

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 1.The Problem, Concern or Opportunity “What is happening now?” 2. Situation Analysis (Internal and External) “What positive and negative forces are operating?” “Who is involved and/or affected?” “How are they involved and/or affected?” STEP ONE: Defining the Problem (Chapter 11) Four-Step Process Strategic Planning Steps and Program Outline 14-3

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 3. Program Goal “What is the desired situation?” “By when?” 4. Strategy “What is the overall action and communication plan for achieving the program goal?” “What is the budget available to implement the program?” STEP TWO: Planning and Programming (Chapter 12) Four-Step Process Strategic Planning Steps and Program Outline 14-4

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 5. Target Publics and Objectives “Who—internal and external—must the program respond to, reach, and affect?” “What must be achieved with each public to accomplish the program goal?” STEP TWO: Planning and Programming (Chapter 12) Four-Step Process Strategic Planning Steps and Program Outline 14-5

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 6.Action Strategy “What changes must be made to achieve the outcomes stated in the objectives?” 7.Communication Strategy “What message (content) must be communicated in order to achieve the outcomes stated in the objectives?” “What media best deliver that content to each of the target publics?” STEP THREE: Taking Action And Communicating (Chapter 13) Four-Step Process Strategic Planning Steps and Program Outline 14-6

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 8.Implementation Plan “Who will be responsible for implementing each of the action and communication tactics?” “What is the sequence of events and the schedule?” STEP THREE: Taking Action And Communicating (Chapter 13) Four-Step Process Strategic Planning Steps and Program Outline 14-7

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 9.Evaluation Plans “How will the outcomes specified in the program goal and objectives be measured?” STEP FOUR: Evaluating the Program (Chapter 14) Four-Step Process Strategic Planning Steps and Program Outline 14-8

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Key Question How will I know if the program is working… or worked? 14-9

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 14-10

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Preparation Phase 1. Adequacy of background information used for designing the program 2. Appropriateness of program content 3. Quality of program presentations 14-11

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Implementation Phase 1.Number of messages sent and activities planned 2.Number of messages placed in media and activities implemented 3.Number who receive messages and activities 4.Number who attend to messages and activities

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Impact Phase 1.Number who learn program content 2.Number who change opinions 3.Number who change attitudes 4.Number who behave in desired fashion 5.Number who repeat behavior 6.Nature of social and cultural change

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public Relations Strategic Planning Process 9.Evaluation Plans “How will the outcomes specified in the program goal and objectives be measured?” 10. Feedback and Program Adjustment “How will the results of evaluation be reported to program managers and used to make program changes?” STEP FOUR: Evaluating the Program (Chapter 14) Four-Step Process Strategic Planning Steps and Program Outline 14-14

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Key Question What can we learn from the evaluation in order to improve this and future programs? 14-15

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved