Message content
An important type of evaluation focuses on the content of the message. Was it positive or did it provide erroneous data? Unwarranted conclusions? Outdated information? It is far more important to analyse the content of a message than merely to count the number of newspaper clippings. Appendix A. Applied Research, provides specific information on how to conduct a content analysis.For now, don’t forget to include this method of research prominently in your evaluation program.
Readability measures
Another way to evaluate awareness deals with comprehension—how easy a message is to understand. one of the first step in developing a public relations plan is to identify and analyse the publics to addressed. Part of that analysis involves an assessment of their reading level, usually translated into the level of education achieved by members of the public.
for example, most newspapers are written at about a ninth-grade reading level so everybody with that level of education or more-- majority of reader should be able to understand the articles columns and editorials. they may not necessarily agree with them or even be interested in them, but they are able to understand the writing if you are preparing