PR is about far more than media relations, despite the perceptions of the man on the street that publicity and PR are one. Similarly, evaluation should be at the heart of planning for every element of a PR programme, be it audit, opinion leader development, e-comms, meetings or events.
The Healthcare Communications Association has recently made available free to all its members an online Interactive Evaluation Toolkit.
It would be interesting to know what other sectors in the PR industry are doing to promote gold standard evaluation.
Carys Thomas Ampofo, director, Ash Healthcare.