#evaluationprocess

Hello friends!

On today’s post I will be discussing Walter K. Lindenmann's work of the evaluation process and how to apply his findings to the young life of a future public relations professional.

The 5 Components of the Evaluation Process as told by Walter K. Lindenmann

1) Setting specific measurable PR goals and objectives

Every day is a new opportunity to make something of it. However, you only have 24 hours and time is ticking away. As a public relations professional, you need to create goals and objectives to get you to continually progress. The world moves very quickly, and we need to keep up with it. Set goals, but make them reachable and attainable.

2) Measuring PR Outputs

An output is how your organization presents itself. Lindenmann explains that it’s important to measure this as you do it. It will not all show the progress that your company has made, but it will also show what the organization could do to improve in the future.

There is ALWAYS room for growth.

3) Measuring PR Outtakes

An outtake determines if “key audience groups actually received the messages directed at them.” Did the audience actually comprehend your message or was it just another thing to skim through?

4) Measuring PR Outcomes

An outcome is whether your message actually sparked an “opinion, attitude and/or behavior change.” Did the audience actually feel what you feel or did they nod their head and keep moving to the next thing?

5) Measuring Business and/or Organization Outcomes

Public relations practitioners have to work hand in hand with the mission of the organization. Whatever happens in the higher up areas of your business, you need to be in tune with.

Let’s Break This Down

Using a real world example … Heifer International

Heifer International works to end poverty around the world by provide resources for food to people in different cultures. Here’s how they could measure their organization’s outputs, outtakes, and outcomes.

Outputs :  Creating and sharing multiple posts on various social media outlets.

Outtakes : The social media posts reaching more than just the general population. More specifically, perhaps sending out personal emails to your dedicated subscribers. Make them be a part of the story.

Outcomes : The customer taking time out of their day to express gratitude to Heifer International either through commenting, email, or a personal note.

Our world moves incredibly fast, we have to keep up, but we also have to give people something worth talking about.