Chapter 11: Evaluating, Planning, and Marketing

The school building level public relations program needs to be evaluated periodically to assure the public is receiving meaningful information about schools and the information being transmitted is the kind needed and desired by the public. Evaluation helps school leaders remain alert to the communities’ expectations and satisfaction with schools. An evaluation model is shown in Table 11.1.

The product or outcome of the evaluation is a public relations plan for at least one school year. It contains general information about the school—mission, goals, audiences, and partnerships—and includes the annual public relations activities and events for relating and interpreting the school to its various internal and external publics. An outline for an annual PR plan is shown in Table 11.2.