Evaluating Efficacy in Public Relations/Corporate Communication Programming: Towards Establishing Standards of Campaign Performance

This article suggests a generic model that includes a degree of standardization against which to compare planning and programming is the best way to establish excellence in public relations and corporate communication. The authors suggest this model can be (a) historically, to establish past campaigns; (b) used in the strategic planning process to identify problems or holes in a campaign; or (c) used as a final evaluation tool that provides evidence based in quantifiable data weighted to the particular needs of the company or client at a particular point in time. The key here is the generic value the hierarchical model gives to the profession and function—a way to evaluate excellence and provide hard evidence, data, on that evaluation.