evaluation and stewardship a case – exclusivewritings.com

Evaluation (15 points)

• What evaluative research was conducted? What were the results of the evaluation? Did the evaluative research verify impact objectives? Was the evaluation appropriate and adequate?

• Recommend evaluative techniques that match with each objective (including the objectives provided by the organization and the objectives you corrected or recommended).

o You will probably suggest research methods such as content analysis, focus groups/interviews, and surveys to measure the objectives. As with the formative research section, I am not interested in you simply listing these research methods. I am interested in how they would be applied to evaluate the campaign’s results. i.e. what are you trying to find out among the target publics, and how will this evaluative research assist you?

o Optional: You can design a survey questionnaire and/or an interview/focus group guidefor the organization to better evaluate the campaign. If you choose to do so, please include them in Appendices, placed after the reference page.

• Develop three questions to measure the achievement of the objectives.

• Would you use after-only, before-after or controlled before-after for evaluating each objective?Describe in detail and make justification of your choice.

Stewardship (5 points)

• Was there a stewardship component in the case?

• If not, recommend stewardship strategies/tactics to the organization: How will you apply the four R’s (reciprocity, reporting, responsibility, relationship nurturing) of stewardship to the current case? You will need to use Kelly’s (2001) article on stewardship to complete this part. Kelly’s (2001) reading has been posted under the “Required Supplementary Readings” tab on Blackboard. You will need to cite her article both in the main body of your analysis (i.e., in-text citation) and in your reference page:

Kelly, K. S. (2001). Stewardship: The fifth step in the public relations process. In R. L. Heath (Ed.), Handbook of public relations (pp. 279–289). Thousand Oaks, CA: Sage.

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