The integrated PR-evaluation model
The integrated PR-evaluation model (Besson 2008)
represents the theoretical background for strategic PR-evaluation. It
integrates the approaches of established international evaluation
models of Cutlip, Center & Broom, Grunig & Hunt, Macnamara,
Lindenmann, IPRA, IPR, ICO, Watson und Noble.
The model matches with standard requirements for
evaluation: PR-evaluation should be flexible, but should be
carried out with standardized methods and scientific claim. It is
recommendable to implement it decisively and purposefully, to orientate
it on the long term and to communicate the results actively (cf.
Besson 2008, 79).
The integrated PR-evaluation model is structured like a
modular construction system: It includes modules with all stages of
activity and effect. By adding or leaving out, expanding or shortening
modules it can be adapted to any situation of the individual PR-program
- from a simple, single PR-event to a complete campaign for product
launch. Therefore it provides an ideal combination of standardization
and flexibility. The system is also able to integrate adjoining
communication fields by assimilation of further modules of methods or
instruments, as it has its origin in principles of general strategic
planning, which are valid for any special field.
Basic precondition of the integrated PR-evaluation model
is the drawing up of a PR-concept. The PR-program has to be based on an
exactly designed, purposeful concept. This concept is the basis of the
The model consists of three divisions: the preconditions
for PR-evaluation, the program evaluation and the exploitation of the
results. The model is constructed in form of a circle, as this form
supports the requirement for continuity. At the same time there is a
continuous function of feedback accompanying all phases. This function
represents the role of a coordinator, who checks the keeping of the
evaluation plan and puts the results of the evaluation already during
the process to the PR-manager's disposal. This way, it is possible to
optimize the PR-program immediately.