Evaluation of public relations and demonstrating its value to management are critical components of public relations, but all too often, they become an after thought when the program has ended.
This workshop will review the “Three O's” evaluation method (Outputs, Outtakes, and Outcomes) and the 2010 and 2015 versions of the Barcelona Declaration of Measurement Principles.
The Barcelona Principles, designed to measure public relations and communications, have been adopted by the Global Alliance for Public Relations and Communication Management and other organizations.
Workshop attendees will learn or review how to use the “Three O's” evaluation method for objectives and discuss challenges and solutions to demonstrating the value of public relations to management.
Together, we will explore the Barcelona Principles, including the 2015 update, to understand what to do, and what not to do.
Be prepared to share your options and experiences on evaluation during this interactive workshop.
Presenter: Sheridan McVean, MBA, APR, FCPRS
Sheridan McVean, MBA, APR, FCPRS, is a consultant, educator, and author with more than thirty years of experience in public relations and marketing communications.
He is a member of the CPRS National Accreditation Council and leads the national APR exam development team for CPRS. Sheridan recently became a member of the CPRS College of Fellows.
His consulting company specializes in public relations and communication strategies, issues, and training and mentoring.
Sheridan teaches at Mount Royal University in Calgary, Road Roads University in Victoria, B.C., and the University of Calgary.
He is a contributing author to the textbook Fundamentals of Public Relations and Marketing Communication in Canada.