2. Evaluation technique

Process of evaluation starts from the beginning of the action. Project may be separated into measurable aims and tasks and after program PR specialist may measure results.

Methods and forms of evaluation

Monitoring- analysis of all information that you have received ( how many?). Special agencies can find and record all materials from TV, Internet, radio concerning your company name.

Clipping services- from the wide range of printed mass-media using key-words or your company name

Mass- media impact on public ( how many stories have been placed); number of copies of printed mass-media is equal to its impact ( 100 thousand copies =100 thousand impact). The same method is for radio and TV audience.( how many people read, saw or listened to them)

*Audience information

Key messages-

Interviews conducted-

Attendance of public events and meetings-

Telephone survey

Rating evaluation

Information bulletins

Web- Site monitoring

Sponsorship measurement

Indirect feedback

3. PR self-evaluation

The self-assessment process is a method for assessing what are you doing, why are you doing it, what you must do to improve the organization performance.

The evaluation may take place in 3 phases:

*Phase one:

Phase two:

Phase three:

Case study: What method of evaluation should you use to make summary of:

• Christmas party with your partners

• Practical seminar with you colleagues

• Corporate competition

Glossary

Evaluation, assessment- оценка

Monitoring- отслеживание, наблюдение

Clipping service- служба, подбирающая вырезки из средств массовой информации

Impact- воздействие

Self- evaluation- самооценка

Task for office hours -Methods of self-evaluation

Task for IWS –Contemporary forms and methods of PR-action evaluation

Reference

Mandatory

Aги У. Все о PR, Питер, 2008, глава « Оценка »

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

11.Corporate policy. (Inner pr)

1. Human factor in pr

Staff of a company is a very important target group for PR department; PR executive must work not only with customers outside but develop inner policy. Objectively, it is also responsibility of a company’s head: effective corporate policy may increase labor productivity and improve environment. Personnel who respect their managers and are proud of their production and job create corporate success.

Human factor is very important in corporate policy, company’s inner policy should be responsible, fair, taking into consideration wishes and psychology of personnel.

Tension in the administration-staff relationships may have dangerous consequences for business or institution.

*What are the reasons of these tension relationships?

Survey of Industry Week and Wyatt Company showed:

Top managers of a company	Other managers of a company
69% of top managers considered that their management style stimulated relationships of respect between top administration and staff	24% believed that it was true
64 % of top managers considered that there was freedom of opinions	29 % agreed

These conclusions were used by PR departments in these firms as they were responsible for communication between managers and staff.

2. PR action in inner PR

A. Research of a target group ( staff). Methods- questioning, interview of personnel with the aims:

• to study group’s positions in their relationships with the administration; to reveal its needs and demands

• to determine the channels of information receiving, to restrict false information.

B. Development of corporate rules of subordination and discipline aiming to form favourable labor and moral climate.

Example- Corporate code of Matsushita concern in Japan:

1. to serve to the nation in the sphere of industry

2. to be honest in business

3. to work in harmony and collaboration

4. to improve quality

5. to be polite

Corporate culture of this firm makes a person identify itself with the firm.