1. Simple Place to Start • Answer four basic questions: • Where are we now? • Where do we need to go? • How will we get there? • How will we know when we’ve arrived? Dr. A.R. Freitag, UNC Charlotte

2. Where Are We Now? • Analyze current situation • Describe organization, issue, environment • What are communication challenges? • Be precise, cogent, simple Dr. A.R. Freitag, UNC Charlotte

3. Where Do We Need To Go? • Set goals and objectives • Goals set direction • Objectives set destination • Objectives are subsets of goals; measurable; time-based • Mileposts Dr. A.R. Freitag, UNC Charlotte

4. How Will We Get There? • Heart of the plan, but directionless without other elements • Identify target publics • Formulate key messages • Develop strategy • Select tactics • Budget & timeline Dr. A.R. Freitag, UNC Charlotte

5. How Will We Know When We’ve Arrived? • Probably greatest challenge of all; often neglected • Increasingly necessary • Use whatever means are achievable • Stress outcome over output as much as possible • Benchline Dr. A.R. Freitag, UNC Charlotte

6. PR Evaluation Earning a seat at the conference table Dr. A.R. Freitag, UNC Charlotte

7. Return on Investment • Increasing need to show management how PR contributes • Outcome, not just output • Gauge progress toward objectives • Evaluation part of campaign plan Dr. A.R. Freitag, UNC Charlotte

8. Simple to Complex Outcome Output Production Coverage Distribution Impressions Ad Value Content Anal. Goal/Objective Dr. A.R. Freitag, UNC Charlotte

9. 12 Rules of Evaluation • Measurement approaches determined in planning stage • Plan must match messages with publics, objectives, channels, etc. • Objectives must be matched to specific evaluative techniques in the plan Dr. A.R. Freitag, UNC Charlotte

10. 12 Rules of Evaluation • Conduct secondary research to help predict outcome • Pretest campaign elements (e.g., focus group) • Evaluate throughout campaign • Stress measurement of outcome • Use mix of measurement tools Dr. A.R. Freitag, UNC Charlotte

11. 12 Rules of Evaluation • Don’t limit measurement to short-term tools; relationships are long-term 10 Maintain daily measurement practices 11 Mix qualitative and quantitative measures to provide context along with statistics 12 Learn from results; make adjustments based on evaluation Dr. A.R. Freitag, UNC Charlotte