- Evaluation is the fourth step in the public relations process and is usually allocated around 5% of a company’s budget-estimated that it should be 10% in 2010.
- There are five forms of measurement used in PR activities: compilation of print and broadcast mention, communication audits, pilot tests and split messages, meeting and event attendance, and readership.
- The most common form is compilation of print and broadcast mentions.
- Media impressions, hits on the internet, systematic tracking, AVE, and return on investments are some of the ways of compiling mentions.
Notes from Public Relations: Strategies and Tactics http://www.amazon.com/Public-Relations-Strategies-Tactics-Study/dp/020562622X/ref=sr_1_1?ie=UTF8&s=books&qid=1275752053&sr=8-1