PUBLIC RELATIONS

THE IMPORTANCE OF PRE-TESTING EVALUATION IN PUBLIC RELATIONS (PR)
Evaluation is the means for an objective overall performance analysis. Evaluation is essentially research that helps to know how you (organization) perform but not to prove who is right or wrong before or during or after the implementation of a programme. For the purposes of Public Relations there are two types of Evaluation of which pre-testing is the first and then post- testing.
Pre-testing evaluation as the name implies, precedes the implementation of a PR programme. It is used to try out communication materials developed for a particular public on a pilot group before implementing a programme. The idea of pre- testing evaluation is not to determine the success or failure of a communication programme but the understanding of the communication material by the publics.
Pre-testing evaluation saves time. Programmes as they exist are in phases and are time bound. When pre-testing evaluation is conducted it helps the PR person to know how the public understand the communication material (e.g. Posters, leaflets, pamphlets) which is in view of a programme in the pipe-line. When the PR person is convinced that the pilot group understands the communication material then he or she goes on to set a time frame for implementing that programme. When the pilot group does not understand, strategies are developed to help them to understand before programme is implemented. This would help the organizations to work within time frame set for each phase of programmes.
Additionally, pre- testing helps to save money or resources. When pre-testing is done, it helps the organization to know exactly how much money or resources would be needed for a programme but when it is not done an organization would probably waste or would not know exactly how much or resources would be needed for a programme. For instance, when posters are sent out and it is realized that the public do not understand, it can easily be changed since there is a separate budgeting for Pre-testing evaluation. When pre-testing is not done, programme is implemented and the public do not understand the communication material. Which money or resources would be used to change the communication material? Since the programme has already been budgeted for. So, pre-testing is essential before any programme is implemented to save money or resources.
Pre-testing is important since it helps to achieve clarity. Contextually, clarity means the message must be simple and clear. A communicator communicates to express not to impress, so your message should be understandable. When pre-testing is done, it helps you to know the public very well and as such you are able to tailor the message making it simple and clear to get the public to understand. If the message is not clear, the public cannot follow your thought and as such there would be no impact on the public.
In conclusion, it is essential to note that pre-testing evaluation is not done on the actual group but on a pilot group or else the original meaning would be influenced.