How are public relations activities evaluated?

Public relations activities are evaluated through a variety of research methods that can be either quantitative or qualitative in nature. In some way, results achieved should be compared to the objectives that were originally established for the program. If, for example, the objective of a campaign was to alter the public's perception about a company, a focus group could be used before and after the campaign. Shifts in attitudes and opinions in the post-campaign group would determine the effectiveness of the campaign. Alternatively, a company could conduct a public opinion poll before and after the campaign.