chapter 8 and 9

Chapters eight and nine discuss the concepts of evaluation and public opinion.  These ideas coincide with one another pretty closely.   The book “Public Relations, Strategies and Tactics” describes evaluation as “the measurement of results against established objectives set during the planning process”  The supplemental activities used are communication audits, pilot tests and split messages, meeting and event attendance, and newsletter readership.  These are alternative choices for evaluation.  Public opinion is paramount to public relations.  Mass media plays a large part in how the public views a particular idea.  The key publics in this are radio, television, newspapers, and magazines.  Celebrities are often used as endorsers but this can lead to confusion if that individual has several endorsements.


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