Which statement is NOT a definition of Evaluation?

Which statement is NOT a definition of Evaluation?

• A. A systematic assessment of a program, particularly focusing on comm results
• B. A method for generating press releases
• C. Is determination ( money, time and effort well spent)
• D. Measurement of results against objectives set during the planning process

Answer: (B)

The main idea here is what evaluation means in a PR context. Evaluation is a systematic, planned process that looks at what a program actually achieves, with a focus on the impact of communications and how well resources were used. It involves measuring results against the objectives set during planning and determining whether money, time, and effort were well spent. The statement about generating press releases describes a PR activity, not an evaluative process. Creating press content is about producing materials, not assessing outcomes, efficiency, or goal attainment. The other statements fit evaluation: a systematic assessment of a program with emphasis on communications results, and measuring results against planning objectives, or determining whether resources were worth the investment. These reflect the purpose of evaluation in PR: understanding effectiveness, efficiency, and impact relative to the planned goals.

The main idea here is what evaluation means in a PR context. Evaluation is a systematic, planned process that looks at what a program actually achieves, with a focus on the impact of communications and how well resources were used. It involves measuring results against the objectives set during planning and determining whether money, time, and effort were well spent.

The statement about generating press releases describes a PR activity, not an evaluative process. Creating press content is about producing materials, not assessing outcomes, efficiency, or goal attainment.

The other statements fit evaluation: a systematic assessment of a program with emphasis on communications results, and measuring results against planning objectives, or determining whether resources were worth the investment. These reflect the purpose of evaluation in PR: understanding effectiveness, efficiency, and impact relative to the planned goals.