PR Evaluation: Reality or Pipe Dream?

Saturday, December 10, 2005

Setting Objectives...

A prerequisite for evaluating a public relations programme is to have established first a set of measurable objectives. It is clear that without setting SMART (Specific, Measurable, Achievable, Realistic, Timely) objectives, it is not feasible to measure and assess if these objectives were achieved. The reply of Noble (1999) to this is not really a favoring one: “In an ideal world, the setting of specific, quantified and measurable objectives would indeed be the panacea for effective evaluation. However, public relations is rarely - if ever - able to achieve substantive objectives by itself”.

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