
213
Chapter 12
Using Monitoring
and Evaluation to
Measure Public Affairs
Effectiveness
Maureen Taylor
e previous chapters in this book provide details and case studies of how public
relations strategies and tactics can help a public administrator be more eective
in his or her communication with internal and external publics. Let us assume
Contents
Why Monitor and Evaluate Your Communication Outreach? ...........................214
When Communication Eorts Should Be Evaluated .........................................216
Which Communication Eorts Should Be Monitored and Evaluated? ..............218
Monitoring Media Content ............................................................................... ...