“If at first you don’t succeed, try try again”-Unknown

In every firm, business, organization, team, or group it is so important to evaluate the outcome. Did you win or lose and why? Did we make a profit? Did we have a good time? Everyone asks these types of evaluation questions throughout their daily lives. Even children evaluate events- and believe me, you will know if the rating is POOR or UNSATISFACTORY.

From the Textbook “Public Relations: strategies and tactics” by Dennis L. Wilcox and Glenn T. Cameron.

Evaluation is the fourth step in the PR process following the execution, or communication of the plan. Evaluation is the measurement of results against the established objectives as set during the planning process. Why do we evaluate? We evaluate our outcomes to see if we should do something different next time. We also evaluate to see if our time and money was allocated correctly. I have always heard that hindsight is 20/20, and with the evaluation process we have the opportunity to change anything in the process that did not work.

There are abundent ways to measure an audience’s reaction and awareness, or a product’s popularity. These are just a few:

  • Measuring a website’s HITs. (how much a site is viewed)
  • Day after Recall
  • Readership of a particular newspaper or magazine
  • Polls
  • Surveys

From what I have learned throughout my life is that a negative reaction to something will generate a HUGE urge to publicly evaluate whereas a positive reaction is expected by the audience and he/she may not feel the need to publicly assess the product. As a rule of thumb, a person who enjoys a product or event may tell 0-2 people (maybe 5 if they are extatic about the situation), while people that are extreemly dissatisfied will tell more than 10. (especially if he/she blogs).