Evaluation is an Everyday Thing
- June Loo
- Nov 1, 2018
- 2 min read
Evaluating ourselves and the decisions we made is something we should practice doing on a daily basis. This is to mainly understand and discover if we made the right or wrong choices in a decision or to see the milestones we were able to achieve in a certain period.
Evaluation is able to be done in many types of ways in our daily lives. From the hardest decision we as Malaysians face such as deciding on where and what to eat, to reflecting on the actions and activities done throughout the day from the comfort of our beds.
WHAT and WHY is evaluation important?
Evaluation is a process that critically examines a program while collecting and analysing information about the program’s activities, characteristics and outcomes. The purpose of doing evaluation is to provide a window into whether, why and how programs achieve their goals as well as to improve its overall effectiveness.
To be able to accomplish successful outcomes, evaluation is vital to look into the current situation and to identify the flaws in it. Resolving and improving from these flaws enables you to not only improve your program, but to eventually take it in a more progressive manner.
“Review your goals twice every day in order to be focused on achieving them” - Les Brown.
Types of Evaluation
As a public relations practitioner, measuring the outcome of the activities conducted following the 10 point plan leads one to evaluation as the final step.
According to Renard, there are two types of evaluation. One evaluation being with modifications and ongoing feedback along the way (Formative), and the other evaluation as an overall review of the entire project’s objective at the end of it (Summative).
In the past 2 weeks, I’ve introduced Shangri-La’s CSR campaign and implemented SMART objectives into it to form a modified version of Shangri-La’s public relations plan. To briefly summarise this CSR activity, this campaign is an annual charity Christmas project that has been done annually since 1985 with the aim to aid children suffering from severe heart ailments and other serious medical conditions. As this would be the final section of Shangri-La’s modified public relations campaign post, it all comes down to evaluating the objectives.
You can check out Shangri-La’s modified PR campaign plan here!
The Evaluation
All in all, do know that evaluation is essential to ensure that resources are utilised in the most efficient manner for the greatest impact. Thank you for reading my posts for the past 8 weeks!
References:
Oregon State University (2011) Why is evaluation important? [online] Available at : http://blogs.oregonstate.edu/programevaluation/2011/01/11/why-is-evaluation-important/ [Accessed on 30 October 2018]
Renard, L. (2017). The differences between formative and summative assessment - Infographic. [online] BookWidgets. Available at : https://www.bookwidgets.com/blog/2017/04/the-differences-between-formative-and-summative-assessment-infographic [Accessed on 30 October 2018]
Zint, M (2018) Evaluation: What is it and why do it? Meera. [online] Available at : http://meera.snre.umich.edu/evaluation-what-it-and-why-do-it [Accessed on 30 October 2018]
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