Chapter 8 notes

March 30, 2009 at 10:07 am (Reading Notes)

Evaluation: ways to evaluate a public relations program

  1. measurement of production
  2. measurement of message exposure
  3. measurement of audience awareness
  4. measurement of audience attitudes
  5. measurement of audience action
  6. measurement of supplemental activities

**The ultimate evaluation for most companies: sales!

note: Notes are all taken from “Public Relations: Strategies and Tactics” (9th Edition)  Authors: Wilcox, Cameron


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