ABSTRACT
Book Title: Strategic Planning for Public Relations
Chapter Author: Ronald D. Smith
orcid.org/0000-0002-9757-8399
Chapter Number and Title: Evaluative Research. Step 9: Evaluating the Strategic Plans
This step first focuses on what to evaluate, dealing with design questions, and evaluation criteria. It distinguishes among the concepts of outputs, outtakes, and outcomes. The step then focuses on when to evaluate, looking at approaches to research design including after-only studies, before-and-after studies, and controlled before-and-after studies. The step also deals with how to evaluate, focusing on judgmental assessment, communication output, awareness objectives, acceptance objectives, and action objectives. This step also deals with value-added public relations and public relations metrics, including the Barcelona Declaration 2.0.
