Neverending Evaluation
March 17th, 2009
It is always important to evaluate. No matter what you do, you can never be sure how well you have done it or whether your goals have been achieved unless you conduct a decent evaluation.
The rise in new media and Web 2.0 has meant that evaluation has a)never meant so much and b) never been easier. For instance, take this blog, the best evaluation I can carry out is by looking at how many people comment and how many people interact with what I am blogging about! With twitter, people are encouraged to follow you and respond to your tweets. There is no better evaluation on twitter to let you know you are doing badly than nobody following you or responding to what your twittering on about!
In PR, we are told that the most important part of the communications process is the evaluation. After all, without an idea of who your communication is reaching and how well it is being received you may well be barking up the wrong tree entirely. Web 2.0 then allows you to evaluate on a daily basis, looking at who is interested in what you and others are saying, picking up tips and hot topics to talk about. The contsant process of evaluation and interaction can only aid the PR communications process further.