This course examines the process of evaluating the public relations function. It provides students with practical guidelines for evaluating and analyzing the effectiveness of public relations campaigns. 

Students will connect communication measures of effectiveness to business results, including being able to calculate ROI. By implementing best practices for conducting research methodologies, students will be able to interpret and report findings to determine campaign effectiveness. Students will also analyze historical, award winning PRSA case studies, to thoroughly understand the Barcelona principles and apply contemporary measurement tools to current case studies. The analysis and discussion of real-world case studies will serve as context for the applied understanding of how and why to evaluate a public relations campaign.

Upon successful completion of this course, students will be able to:

• Describe the fundamentals of strategic evaluation and measurement in the public relations function.
• Use research to identify realistic and measurable objectives. 
• Analyze case studies and/or real-world situations to gauge the effectiveness of the public relations function.
• Apply strategic thinking skills and analytical tools to evaluate the success of messaging/campaigns/channels. 
• Use well-written, professional communication to convey thoughts and ideas about public relations measurement and evaluation in all course assignments.