The Accountability Game
CURRENTS Article Mahoney describes a model by which public relations officers can determine quantitative measures for evaluating PR activities. The model blends evaluation with strategic planning by measuring public relations activities against larger program goals. It follows four basic steps: 1) Identify your office's programs, components, and activities. 2) Categorize activities according to standard PR tasks. 3) Select a goal and measurement tools for evaluating each type of task. 4) Measure the activities and analyze the results. Accompanying charts show how Mahoney has applied this model at Australian National University.