Chapter 8: Evaluation

April 28, 2009 at 3:42 am (chapter summaries)

     Chapter 8 http://www.pearsonhighered.com/educator/academic/product/0,3110,0205626130,00.html has to do with the evaluation process. This is the fourth and final step to the public relations process. Evaluation is the measurement of the results compared to the objectives you set fourth during the planning process. The objective is a prerequisite for the evaluation. Once you have an objective, after the program has been conducted you have something to look back on(the objective) to see if you achieved what you wanted to. It is very important to do an evaluation, that way you can make alterations and overall improvements.

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