Evaluation is an ongoing process of monitoring and
assessing the stated objectives of the public relations
program.

Evaluating Informational Objectives:

The measurement of informational objectives includes
three dimensions:

  • Message exposure - is most commonly determined
    by publicity placement through national or local clipping
    and media monitoring services
  • Message comprehension - most frequently determined
    by the application of readability formulas to the messages
    used in public relations programs
  • Message retention - is usually tested by asking
    appropriate questions designed to check target audiences's
    knowledge of the client's message

Evaluating Attitudinal Objectives:

Attitudinal objectives can be measured by several survey
instruments, the most frequently used being Likert scales
and the Semantic Differential.

Both of these instruments measure attitude intensity
and direction; thus, they are useful in assessing whether
new attitudes have been formed or whether existing attitudes
have been reinforced or changed.

Evaluating Behavioral Objectives:

Behavioral Objectives can be measured in two ways:

  • First, target audiences can be asked what their behaviors
    have been since exposure to the public relations program.
  • A second means of assessing audiences behavior is simply
    observing the behaviors of target audiences.

Evaluating Output Objectives:

Evaluating Output Objectives can be done by keeping records
of the number of news releases sent to publications and broadcast
stations, the number of contacts made with journalists, the number
of speeches given to targeted audiences, the number of publications
distributed to each public, and the number of meetings held with
audiences.