COMM 201 Lecture Notes - Lecture 8: Web Analytics, Impressions Media, Smart Criteria
11 Mar 2017
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Document Summary
Objectives: a prerequisite for evaluation will be evaluated used to evaluate success. It is important to have a clearly established set of measurable objectives: public relations personnel and management should agree on the criteria, don"t wait until the end of the public relations program to determine how it. It is best to show a cause and effect relationship that starts with a baseline measurement. In order to assess something, you need to know where you are going: hence, the reason for smart objectives: specific, measurable, Realistic, attainable: what is the target/goal and the criteria for reaching it, you assess objectives with appropriate indicators. Ave: ave is a specious sum based on the false assumption that pr works towards the same objectives as advertising. It does not represent the value of pr and never has. 3 levels of measurement and evaluation: basic: compilations of message distribution and media placement, measuring, targeted audiences, media placements.
