ABSTRACT
This step first focuses on what to evaluate, dealing with design questions, and evaluation criteria. It also discusses Barcelona Principles 3.0, the measurement and evaluation principles adopted by public relations organizations around the world. Next, this step 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. In addition, the step deals with how to evaluate, focusing on judgmental assessment, communication output, awareness objectives, acceptance objectives, and action objectives. This step also discusses value-added public relations and public relations metrics.
