Guidelines for Evaluating Public Relations Programs

Despite some critics, program evaluation is gaining ground among public relations professionals, and guesswork is giving way to design, data, and documentation. Whether conducting a one-person operation or heading a complex team in a large organization, the user can benefit from increased sensitivity to the issues of evaluation. Some guidelines in the process of evaluation include: 1. Determine the primary reasons for engaging in evaluation. 2. Know for whom the evaluation is being done. 3. Select the kind of evaluation strategy to be used. 4. Formalize the evaluation commitment. 5. Identify the stage of development of the program being evaluated. 6. Determine the time interval. 7. Consider the expense. 8. Select the people who will conduct the evaluation. 9. Involve people. 10. Relate the evaluation to a larger entity. 11. Work in an evolutionary setting. 12. Become acquainted with the literature of program evaluation. There are many helpful texts available to aid anyone who desires a broad view of evaluation, as well as for those individuals desiring more specific information.