ABSTRACT
This chapter explores the importance of evaluation for non-profit organizations; describes frameworks developed by professional bodies; examines how to design robust media evaluation programmes for non-profit organizations, and demonstrates the recommended approaches with case studies. Measuring and evaluating public relations (PR) activities is critical. It justifies budget, informs strategy, provides an objective view of the bigger picture, identifies potential issues and opportunities, and supports channel selection. Evaluation is clearly important, but a robust and methodical approach is required to ensure maximum impact and efficacy of analysis. Employing best practice approaches, such as the Barcelona Principles and the Integrated Evaluation Framework are therefore critical. As in the first Barcelona Principle above, goal-setting is crucial to any successful PR endeavour. Outlining how the objectives of an organization filter down to the communications team is the first step in understanding how to evaluate.
