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The Public Relations Firm by Stacy Smith

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CHAPTER 9

Evaluation

By creating measureable goals at the outset of our work together, it was easy to gauge the success of the work the firm had done for us. In turn, that gave me the data I needed to justify our budgets for the following year!

—Director of Public Relations, Public University

The research tools we used at the beginning of the project to ascertain the organization’s challenges were the same tools we used at the end to measure success.

—VP, Public Relations, Utility

We used evaluation tools throughout the project to tweak strategy and messaging in order to stay on course. By the end of the project we knew how far we had come from our baseline marks. It actually didn’t take much more to finalize the numbers and use them in reporting ...

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