PR Evaluation: Reality or Pipe Dream?

Thursday, December 29, 2005

Models of Evaluation

Just take a look to the most popular of the existing models of evaluation proposed by PR scholars. Cutlip et. al’s evaluation model (1985) is known as PII (Preparation, Implementation, Impact). The first step of preparation assesses the adequacy of background information, the appropriateness and quality of message. Implementation examines the number of messages sent to the media and who received them. Finally, impact evaluates the changes in opinion, attitudes and behaviours.

MacNamara’s Macro Model (1992) represents public relations programmes in a pyramidal form with three layers: inputs, outputs and results. The difference to the previous model is that it proposes methodologies, which can be applied to each of the steps, in order to develop a complete process. “MacNamara says that it presents a practical model for planning and managing evaluation of public relations and recognizes communication as a multi-step process” (cited in Kitchen, 1997, p.292).

Lindenmann’s yardstick (1993) also sets a three-level approach, with objectives set beforehand. The first basic level measures outputs, such as media placements. The second intermediate level judges the number of messages received by the target audience, and the last advanced level examines outcomes, such as attitude changes (Theaker, 2004, p.302).


At 12:59 PM, Anonymous Anonymous said...

which of the models of Public Relations evluation do you consider the most practical and credible?

At 4:07 PM, Blogger Mountain agency members said...

I would also like to know which of these models or all evaluation techniqes do you recommend the most and why?

At 6:54 PM, Anonymous kamagra said...

Models are made to be broken, or to be updated, nothing is the same in numbers and statistics.

At 8:37 PM, Anonymous pharmacy said...

This is very important information, it is a great method.


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