Focus groups are run by a facilitator who leads a discussion among a group of people who have been chosen because they have specific characteristics e. Focus group participants discuss their ideas and insights in response to open-ended questions from the facilitator. The strength of this method is that group discussion can provide ideas and stimulate memories with topics cascading as discussion occurs Krueger et al.
The evaluation of community engagement may need both qualitative and quantitative methods because of the diversity of issues addressed e. The choice of methods should fit the need for the evaluation, its timeline, and available resources Holland et al. Principles of Community Engagement - Second Edition. Section Navigation. Facebook Twitter LinkedIn Syndicate. Evaluation Methods Minus Related Pages. Top of Page Mixed Methods The evaluation of community engagement may need both qualitative and quantitative methods because of the diversity of issues addressed e.
Links with this icon indicate that you are leaving the CDC website. Prior to actually beginning data acquisition, evaluation metrics need to be established. A metric is a way to provide both focused and continuous project evaluation. Metrics run the gamut from dashboards to scorecards.
Metrics are management tools that take the results of data gathered through qualitative and quantitative methods and relate them to project objectives, specific outtakes or outcomes, or other indicators that are monitored and evaluated on a regular basis.
Some metrics, such as balanced scorecards , are evaluated on a regular basis, but not continuously. Dashboards, on the other hand, are set up to monitor data as it comes in and provide day-by-day, minute-by-minute evaluations. What is common to each, however, is the data gathered, some of which may be compared to pre-project benchmarks or to established benchmarks throughout the project. Scorecards typically examine specific indicators against other indicators — either competitor-based or project-based — and are presented typically as numeric data.
Dashboards are often more graphical and present data in terms of analogical measures, such as clocks, fever graphs, or other chart-like presentations. Evaluation metrics should be established during the pre-project, development phase. Developmental phase evaluation focuses primarily on gathering data against which to compare project results over the life of the project.
As such, it often begins with a set of methods that are neither qualitative nor quantitative. Development phase research is often rooted in historical or secondary research. It may, of course collect new data to update what has been obtained from historical and secondary sources or, because of a lack of historical or secondary research, require that benchmark data be gathered as a pre-project requirement through qualitative or quantitative methods.
In preparing for a project or campaign certain information should be readily available. This information may be collected, culled, and interpreted to establish an initial baseline or benchmark against which periodic checks can be conducted at later phases.
An all too common characteristic of previous public relations evaluation has been a failure to establish a baseline — often based on the assumption that data at this stage is too expensive to gather. During the developmental phase in-depth interviews, focus groups, observation, and previous case studies provide the background against which to compare the public relations activities during the campaign.
Selected interviews and focus groups may be employed to gather an in-depth understanding of what strategies and tactics will produce the desired results and when and where secondary benchmarks employed during the refinement phase should be gathered. The developmental phase will set the actionable and measurable objectives to be met during the campaign. In some cases the projected campaign will be submitted to experimental method and a simulated campaign run against differing conditions market or competition, for instance.
Content analyses are often undertaken to better understand how similar messaging has been interpreted by opinion leaders or reactions of focus groups to messages.
This may take the form of pre-project message testing, concept testing, and so forth. During the refinement phase evaluations are undertaken to see if the project is on target and schedule.
Content analyses provide indicators that key messaging is getting out and that opinion leaders, editors, or reporters are on message. Data gathered during the refinement phase is evaluated against set objectives. This evaluation allows for alterations in strategy and tactics once the project has begun. As with most planned events, once the project is kicked off many things may alter the way intended messages are interpreted: the competition may engage in counter-messaging, or the target audience simply is not getting the information or, once received, is not being motivated to act.
Finally, refinement phase evaluation seeks to make better predictions about actual behavior — that which drives the return on investment and project goals in most cases. Final phase methodology is typically divided into three areas.
First, was the goal met? Did the project move the needle? Did it meet or surpass expectations and how did it contribute to the client or company bottom line? Second, each objective is examined to evaluate both the strategy and tactics employed.
Were objectives met? Were they on target? Were they on schedule? All the data gathered during the development and refinement stages are evaluated against final outcome s. In some ways this is a meta-evaluation of the campaign and may yield an internal case study that can be used for future projects as baseline or benchmark data. Finally, a cost—product evaluation is undertaken. Use Our Mobile App. Get Fresh Updates On your job applications, and stay connected.
Download Now. Start networking and exchanging professional insights Register now or log in to join your professional community. Follow What forms of evaluation of public relations programs are you familiar with? Question added by Fida Abo Alrob , Sr. Upvote 2 Views Followers 8. Write an Answer Register now or log in to answer. Upvote 2 Downvote 0 Reply 0. Calendar process can be divided in to two phases of public relations, namely: 1. Calendar partial or interim Any calendar that is in the process of implementing the public relations program without waiting for the end of it, and the purpose of this step is to identify the shortcomings in partial previous work and work to avoid them in the rest of the molecules and components of the program, and the correction and continuous adjustment of the plan so as to provide her all the possibilities and the ingredients for success.
0コメント