Meeting Expectations: Measurement and Evaluation
This last part of the volume examines how firms establish success or failure. In the near past such decisions would have been made on a more qualitative basis than done today, especially since the client desires to know what the return on investment is. Today’s public relations firm collects both qualitative and quantitative information (data) on outcomes based on outputs and outtakes specified in the work plan created with the client. These outcomes are carefully assessed against baseline(s) and benchmarks. Chapter 10 focuses on meeting the client’s expectations and how evaluation of campaign success or failure is determined by whether there was significant movement from baseline measure(s) ...
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