ERIC Number: ED164553
Record Type: RIE
Publication Date: 1977
Reference Count: 0
Measuring Potential and Evaluating Results. Managing Your Public Relations: Guidelines for Nonprofit Organizations.
Guidelines for evaluating the public relations activities of nonprofit organizations are presented. Evaluation methods frequently include one of three major forms: (1) comprehensive audit conducted by a new staff member or an outside consultant; (2) regularly scheduled administrative review; or (3) short-term review following every activity. The steps involved in any evaluation include planning, information gathering, analysis of findings, planning for action, and reporting of results. Information about future needs may be acquired through an analysis of questions and requests received, observation of comprehensive checklists, and staff reports. Quantitative assessments of effectiveness can be based upon media coverage of press releases, cost effectiveness of agency publications, and distribution of other materials. Opinions and attitudes of users or potential users are best measured by survey questionnaires or interviews. Sources of consultants who conduct outside evaluations include professional associations, universities, and public relations counseling firms. A number of examples are briefly presented in this guide. (GDC)
Descriptors: Data Collection, Evaluation Methods, Formative Evaluation, Fund Raising, Guidelines, Information Utilization, Nonprofit Organizations, Organizational Communication, Organizational Effectiveness, Public Relations, Publicize
Public Relations Society of America, 845 Third Avenue, New York, New York 10022 ($2.50, quantity discount available)
Publication Type: Guides - General
Education Level: N/A
Sponsor: Ittleson Family Foundation, New York, NY.
Authoring Institution: Public Relations Society of America, New York, NY.; National Communication Council for Human Services, Inc., New York, NY.