Chapter 14 Reflection

Three important takeaways from chapter 14 were the the tips to measuring awareness, acceptance, and action. The tips under each objective are apart of the public relations evaluation process. Evaluating different subjects involve knowing where to go to look collect your final results as well as how to track the source of each story so you can make changes in the future. There are different types of evaluating processes whether it be advertising equivalency or media impressions.

One thing that I read that made me look at public relations in a new way is that the evaluation process is an important step in your campaign. A lot of time we finish projects and want to be done with it but when it comes to PR work in order to make future changes the evaluation process is crucial.

Since this chapter was about the evaluation process I didn’t find anything I could really apply to my current public relations writing.

What I found to be most useful to my professional goals is the importance of doing periodic readership studies. I have often heard this term but I really never knew exactly what this process was about. Now I know it is important to look at more than just the number of people you are reaching through newsletters and brochures. That is why the chapter tells us to conduct periodic readership studies so we can find out if our audiences is taking the time to actually read whatever content you have produced. By putting together these studies I can better understand my audience and what stories they like to read compared to what they do not.