powerpoint for campaigns

1. Brooke Huger, Rachel Alderman,
Jasmine Stewart, Hillary Robinson

2.  Understand the importance of evaluation in
demonstrating results
 Understand how to plan evaluation that
meets the standards set by an organization’s
management
 Understand how to determine evaluation
criteria and the appropriate measurement
tools

3.  All models evaluate
success based on 3
standards:
 Success that justifies
the budget
expenditure
 Effectiveness of the
program
 Whether or not
objectives were met
 What we SHOULD
focus on is measuring
all these things in
results.

4.  A step model that
offers level of
evaluation for
differing demands
 Preparation – assess
whether the process
functioned to produce
a workable plan to
meet the challenge
 Implementation –
tracks the success of
the tactics
 Impact – gives
feedback on the
outcome

5.  Specific measures used to determine the
success of each objective
 Criteria (objectives) should be restated in terms
of success evaluated by a method and date
 Ex: “Achieve 80% name recognition of the client
among key publics by June 30.”
The successful achievement of objectives should
result in the accomplishment of the goal (which
can be measured by the 3 standards)

6.  Success is not always in the results
 Evaluate community relations
 Evaluate media relations ( beware of setting
objectives for only 1 publication- code of ethics)
 Evaluate promotional events
 Evaluate your own communication and efforts
These evaluations may not be determining specific
objectives, but will help you improve your
communication efforts, expertise, and
professionalism overall.

7.  http://www.prsa.org/searchresults/view/82
76/105/designing_success_develop_your_min
dset_for_social?utm_campaign=PRSASearch&
utm_source=PRSAWebsite&utm_medium=ISea
rch&utm_term=measurement

8.  How can social media positively affect your
client’s brand/organization?
 How can social media negatively affect your
client’s brand/organization?
 What do you feel is the most effective way
to monitor and evaluate the success of your
client’s online promotions?

9.  Methods used to gather data needed to
assess whether or not evaluation criteria
were met.
 Essentially research tools, but focus on
evaluation.

10.  May include:
 Surveys
 Measure sales
 Count votes
 Tally results
 Dollars raised/saved
 Legislative bills
passed/failed
 Concrete outcomes

11.  Require a bench mark measurement prior to
the program, during the program, or both.
 Failure to take benchmarks in the beginning
results in no data for comparison.
 You will not be able to determine how far you
have come.

12.  Must include:
 Source of information
 How it will be obtained
 Necessary tasks
Example
“Conduct a random, statistically viable, telephone
survey of the key public population June 28-30,
2008, to determine what percentage recognize
the client’s name.”

13.  The evaluation
process points out
the necessity of
reviewing the
calendar and
budget to ensure
that all tools are
scheduled.

14.  Designate a separate section to specifically
address the planned evaluation.
 Or, include the evaluation as part of the
planned strategies and tactics for each
public.
 Ensures benchmarks are done at appropriate
time periods.
 Allows for the incorporation of appropriate
evaluation in the detailed planning for tactics.

15.  http://proxygsu-
gso1.galileo.usg.edu/login?url=http://search.
ebscohost.com.proxygsu-
gso1.galileo.usg.edu/login.aspx?direct=true&
db=a9h&AN=44482457&site=ehost-live

16.  Why is it important to allow room in your
budget for evaluation?
 List examples of how evaluation and
assessments can help save time and money
in future campaigns
 In your own campaign what are some
objectives that can be converted into an
evaluation tool?