Evaluating Public Relations

Courses - PR Courses

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

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Watermill Training

Evaluating Public Relations

Overview

Level

Content

Outcomes