Evaluating public relations programmes : two case studies

Abstract

This study seeks to evaluate two public relations programmes by adopting the objectives-based model of evaluation. The evaluation gives an indication of the programmes' strengths and weaknesses. The findings of four focus groups reveal that these two programmes, one carried out on behalf of a government entity responsible for the implementation of a solid waste management strategy for the Maltese Islands, and the other for a mobile communications operator, succeeded to differing degrees. It appears that the programme for the government entity partially achieved its objectives but still has a considerable task to be fully successful. The other programme appears to have been successful since the findings indicate that it achieved most of its objectives. These findings suggest that the objectives-based model of evaluation may be suitably applied to public relations programmes.