Evaluate before the PR campaign...

Glenn has given us this advice :

Evaluation is often thought of as a “concluding” activity - something that is done once a programme or project is finished. But evaluation has its role “before” and “during” an activity. A recent experience highlighted for me the importance that evaluation can play in the “before” phase.quote>In landscaping (see: Gregory. A. 2002 Planning and Management Kogan Page, London) in preparation for planing public relations one has to get the widest view possible. In the use and application of Social Media, which is very dynamic, one needs to be able to both maintain monitoring and evaluation and feed this into both strategy and tactics as a continuum.

This there is no 'PR plan' but a process for managing the organisation's capability to maintain mutually effective relationships.