ABSTRACT
The data collected in an effort to measure the success or failure of any aspect of a public relations campaign or program are analyzed to provide useful information during the research phase of the next part of the program. If one think of it as a cycle as presented in, one begin to understand that the research and evaluation phases of PR planning are linked through ongoing data collection, which is a continuous part of the implementation of any PR or communication activity. In the discussion of the planning phase of the public relations process, we considered the issue of relationship objectives. Before the authors complete their discussion of evaluation, there is one more evaluation-related business concept that is worth discussing. It is included here not because it's the most reliable way to measure the success of public relations, but it is an activity that most organizations ought to be doing on a regular basis.
