Evaluation seeks to determine if the goals and objective of the campaign were met within the given time frame and budget. More importantly, evaluation could be done at any point of the campaign's process, instead of being limited to the end of the campaign.
With understanding from the chapter, I’ve used the above diagram to illustrate the evaluation process, which could be conducted in three phrases: Formative, process and summative.
As mentioned above, evaluation could be done throughout the campaign's process phrase in order to monitor if the objectives are being met.
However, in my opinion, SPM should place emphasis on the formative phrase (when the campaign has yet to begin) by considering the goals and objectives of the campaign, the campaign's direction and implementation before making a decision. SPM should also consider areas for improvement and reflect strategies used in past campaigns, in order for the new campaign to be more effective.
By accurately exploiting media relations, the campaign can reach its targeted publics as a result of increased media exposure. Furthermore, the use of apt tools like The Three M evaluation will increase the chance of engaging the media throughout the campaign and enhance the possibility of media exposure.
In addition, the chapter too mentioned the importance of having both qualitative (e.g focus groups) and quantitative (e.g. surveys) methods of research in order to evaluate how well the campaign has worked towards achieving its goals and objectives.
Xu Zhenni
C 3100154
Wow, this chapter seems to be pretty technical but well done Zhenni :)
ReplyDeleteIdentifying phases in which are suitable for SPM is of importance as it provides direction for the campaign it is about to embark on. On a more general note, measuring success and effectiveness acts as feedback to any organisation, not just SPM. The methods of which are used must be as accurate as possible.
I guess evaluation, like feedback, it is essential for us all to improve and/or make amendments to the campaigns and exhibitions that we have introduced, in this case, I feel that SPM should conduct focus groups to get their feedback from their targeted audience and not just rely on the number of visitors alone, Though the surveys may give us a good overview, it may not reflect the qualitative analysis in which comprises of how people feel about SPM and their impressions on it.
ReplyDeleteI guess the statistics do play a role in quantifying the responses but focus groups can help SPM better as it can alter their outreach methods to reach a wider public. (:
From the above what Zhenni and Jacq had mentioned, it is very important for an organization to have clear pictures and ideas of how they and their communities understand success. Thus, the public relation practitioners of that organization need to identify the indicators that measure the organization's progress in relation to their objectives and goals. For the case of SPM, which is a community-based organizations, success for the communities will lead to success of SMP itself.
ReplyDeleteHowever, the success of SPM to me, is not just in terms of their revenue growth but also the increases of awareness and experiences the public have on SPM. As a whole, there are definitely necessary steps in order for an organization's growth and to move up to greater levels of exposures, towards success.
A point to take note is that these indicators are not the ultimate goals or objectives of the organization. Rather, they are signs at certain stage that indicate the organization's progress on meeting its missions and visions. Therefore, the indicators of SPM should identify and measure its communities' perceptions on the museum itself since these form the basis for their positive supports from the public for the museum
I agree with Zhenni that it is critical for any organization to focus on the formative phase of a campaign. Without goals and objectives, it is easy for a campaign to lose its focus. Therefore, in the case of SPM, it is important to understand which strategies are beneficial in fulfilling their mission and vision statements.
ReplyDeleteI believe that evaluation is integral as it identifies areas that can be improved, provide an assessment of the tactics used and considers valuable feedback from the public. Admittedly, qualitative methods allow a more comprehensive examination of the target audience, so that SPM can alter their approach effectively.