EPR21003

PUBLIC RELATIONS
CAMPAIGN
Doa Recitation
Topic 2 Learning Outcomes

1. 2. 3.
Identifying the Describing Issues to consider
theories related to methods to in creating a PR
PR campaign. evaluate a campaign.
campaign.
Topic 2 Outline

1. 2. 3.
Four different “Front-end” versus Pathway of
theories of PR “back-end” campaigns.
campaign. evaluation.
Theories in PR Campaign
1. Theory of 2. Social 3. Health Belief 4. Stages of
Reasoned Cognitive Model Change
Action Theory Model
 Based on:
 A given  Self-efficacy: the i. a feeling of  This model views
behaviour is belief that one being personally behavior change
primarily has the skills threatened by a as a sequence of
determined by and abilities disease, and actions or events.
the intention to necessary to ii. a belief that the
perform that perform the benefits of
behaviour. behavior under adopting the
various protective
circumstances – health behavior
and motivation will outweigh
to perform the the perceived
behavior, are costs of it.
necessary for
behavior
change.
1. Theory of Reasoned Action
2. Social Cognitive Theory
3. Health Belief Model
4. Trans-theoretical Stages of Change Model
 Evaluation of campaigns
 It is simply: “Assessing the impact and value of communication activities”.

 Evaluation can be categorized into four basic types. The next table presents each,
along with their definitions and the sorts of evaluation questions that each type
may address (National Cancer Institute, 1992).

 The first type—formative evaluation—represents front-end evaluation; the last

three types—process, outcome, and impact evaluation—represent back-end
evaluation.
“Front-end” versus “back-end” evaluation
“Front-end” versus “back-end” evaluation
(cont.)
Pathway of campaigns
Creating an effective campaign
Campaign Logic Model Template