Evaluation is the measurement of results against established objectives set during the planning proces. In order to evaluate a topic or result, you must first have objectives. The most widely used methods for evaluating PR efforts are measurement of production, message exposure, audience awareness, audience attitudes, and audience action. These five sections are explained and outlined. Examples of message exposure are media impressions, hits on the internet, advertising equivalency, systematic tracking, requests and 800 numbers, return on investment, and audience attendence. In public relations activites, other measurement forms can be used such as: communication audits, pilot tests and split messages, meeting and event attendence, and newsletter readership.
These notes were taken from the book Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.