Frequently, evaluation is assumed to be the final step in the process of public relations; however, it is really best described as a new beginning. Measuring the effectiveness of a public relations effort frequently provides new direction and emphasis for an ongoing program. Even when the project being evaluated does not continue, the lessons learned concerning its effectiveness will be useful in numerous future activities. Knowledge gained through careful evaluation is an important payoff to any public relations effort. Evaluation of projects that are obvious failures can help prevent future mistakes. Careful measurements of successful efforts will help reproduce positive elements in future programs.

Public relations can no longer afford to ignore the question "But what's it all worth to us?" Practitioners must be ready to respond with appropriate methods, solid data, and accurate predictions.

To learn more about evaluation watch the interview with Dr. Rick Fischer, Clip #15, on the book's CD-ROM.