218 ◾ Maureen Taylor
should develop positive attitudes about the value of recycling, and be willing
to engage in recycling behaviors. M&E suggests that over the year, we take
time out to evaluate the progress of the program.
2. Collect midpoint information during the communication eort. e research
conducted at the midpoint of a public relations eort shows progress from
the baseline. is monitoring process allows the organization to do a “reality
check” on the viability of accomplishing the objectives. Monitoring at this
point allows the public administration professional to reect critically on the
assumptions that guided the initial program. is is the time to reect on
strategy and tactics. Is the program too ambitious? Have new factors ...