Overview
Evaluation is a key issue in current public relations practice. This workshop outlines the relevant aspects of PRE: planning, research and evaluation. It is based on the premise that the tools required exist, and that the challenge is to understand and apply them.Level
This workshop is designed for account managers and account directors (and senior in-house practitioners) who wish to develop their strategic planning skills. The style is participative with examination of case studies and a focus on delegates’ own professional context.Content
- Distinguishing process (output) and impact (outcome) evaluation
- Overcoming the barriers to effective evaluation
- Role of research in public relations planning
- Objective setting as the fulcrum of PR planning and evaluation
- Selecting and applying research methods to public relations planning
- Media evaluation and the role it plays in evaluation as a whole
Outcomes
Delegates who complete this course will have an understanding of planning, research and evaluation as an integrated, cyclical process. They will be able to use this understanding as a springboard for introducing more sophisticated evaluative measures into campaign planning and implementation.Linkages: this workshop links alongside Strategic Public Relations Planning and underpins Research Methods in PR .
Maximum number of delegates: 12
Delivery: one-day workshop