Planning and Evaluation
The Planning and Evaluation domain tests the RPIE cycle: writing measurable objectives, selecting strategies and tactics, budgeting realistically, and evaluating outcomes rather than activity.
Core rules
- RPIE: Research, Planning, Implementation, Evaluation; evaluation criteria should be designed during planning.
- SMART objectives specify the public, desired change, baseline, target, and deadline.
- Outputs are what you produced; outtakes are audience reception such as recall or understanding; outcomes are changes in awareness, attitude, or behavior.
- Barcelona Principles and AMEC favor outcome and impact measurement; advertising value equivalency is not a valid measure of PR value.
- Strategy defines the approach and message; tactics are the specific channels and activities.
- Budgets and timelines should show staff time, vendor costs, contingency, and dependencies.
Worked example
A draft objective reads: 'Raise awareness of the new recycling program.' It cannot be evaluated. The revision: 'Increase correct sorting behavior among Riverside district residents from a 42% baseline to 60%, measured by curbside audit, by September 30; reach at least 8,000 households through direct mail and social posts.' The reasoning: it names the public, the measurable behavior, baseline and target, the method, and the deadline. The tactics support behavior change, and evaluation is planned in advance.
Traps
- Confusing outputs with outcomes.
- Objectives with no baseline or target, such as 'increase awareness significantly.'
- Designing evaluation after the campaign.
- Using AVE or ad equivalency as proof of value.