Scribd
Upload
11 views3 pages

Chapter 14

Uploaded by

phamducduy200802
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
11 views3 pages

Chapter 14

Uploaded by

phamducduy200802
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Title: Evaluation Research Process

Introduction:
Evaluation research is a systematic application of social research procedures for assessing the
conceptualization, design, implementation, and utility of social intervention programs. This type
of research can be conducted before, during, or after program implementation to inform
planning, program adjustment, and assess progress and impact.

Stages of Evaluation Research:


The evaluation research process involves three stages: program conceptualization and design,
monitoring and accountability of program implementation, and assessment of program utility:
impact and efficiency. Each stage has its own set of questions that need to be addressed to ensure
a successful program.

True Evaluation Research vs. Pseudoresearch:


True evaluation research is done to gather information honestly and objectively to provide data
for decision making with an open mind. On the other hand, pseudoresearch is conducted to
provide managers with supportive data from what can be called "pseudoresearch."
Pseudoresearch is self-defeating in the long run, as it is often used for organizational politics,
service promotion, or personal satisfaction.

Conclusion:
Evaluation research is crucial in assessing the success and effectiveness of public relations
programs. By using true evaluation research methods, organizations can make informed
decisions based on honest and objective data. Pseudoresearch should be avoided as it can be self-
defeating and ultimately harm the success of the program.

Program evaluation is an essential aspect of public relations management. It helps practitioners


to determine the effectiveness of their programs and make data-driven decisions to achieve
organizational goals. However, conducting an evaluation is a complex process that requires
careful planning and execution. In this paper, we will discuss the ten steps that public relations
managers need to follow to conduct an effective program evaluation.

Step 1: Establish agreement on the uses and purposes of the evaluation

The first step in program evaluation is to establish agreement on the uses and purposes of the
evaluation. This involves identifying the problem, concern, or question that motivates the
research effort and detailing how research findings will be used. This step is critical because it
ensures that the evaluation produces useful data that can be used to make informed decisions.

Step 2: Secure organizational commitment to evaluation

Securing organizational commitment to evaluation is essential to ensure that evaluation is not


treated as an afterthought. Evaluation should be built into the entire process, with sufficient
resources to make it central to the problem definition, planning and programming,
implementation, and evaluation steps.

Step 3: Develop consensus on using evaluation research within the department

Developing consensus on using evaluation research within the department is crucial to ensure
that all practitioners understand the importance of evaluation. Even practitioners who view
public relations as a creative activity dealing with "intangibles" must accept that research is a
necessity to build the strategic foundation.

Step 4: Write program objectives in observable and measurable terms

Writing program objectives in observable and measurable terms is necessary to ensure that
evaluation research can be designed to evaluate program impact. If an objective outcome cannot
be measured, it is not useful.

Step 5: Select the most appropriate criteria

Selecting the most appropriate criteria involves identifying what changes in knowledge,
opinions, attitudes, and behaviors are specified in the objectives before gathering evidence. The
same applies when the program seeks to maintain existing levels of desired states.

Step 6: Determine the best way to gather evidence

Determining the best way to gather evidence involves selecting the most appropriate research
approach based on the question and purposes motivating the evaluation, the outcome criteria
specified in the objectives, and the cost of different research approaches.

Step 7: Keep complete program records

Keeping complete program records is essential to identify what worked and what did not work.
Records help reduce the impact of selection perception and personal bias when reconstructing
the strategy and tactics that contributed to program success or failure.

Step 8: Use evaluation findings to manage the program

Using evaluation findings to manage the program involves making adjustments to the program
based on the results of the evaluation. Problem statements and situation analyses should be more
detailed and precise with the addition of new evidence from the evaluation.

Step 9: Report evaluation results to management

Reporting evaluation results to management involves developing a procedure for regularly


reporting to line and staff managers. Documented results and adjustments based on evidence
illustrate that public relations is being managed to contribute to achieving organizational goals.
Step 10: Add to professional knowledge

Adding to professional knowledge involves sharing the knowledge gained from relevant research
with colleagues. Scientific management of public relations leads to a greater understanding of the
process and its effects, and sharing this knowledge distinguishes the professional practice from
technical crafts practiced under the public relations rubric.

In conclusion, conducting an effective program evaluation requires careful planning and


execution. By following the ten steps outlined in this paper, public relations managers can ensure
that their evaluation produces useful data that can be used to make informed decisions,
contributing to achieving organizational goals.

You might also like