Evaluation covers which of the following?

• A. Programs/campaigns and for communication audits of an organization's activity
• B. Only annual revenues
• C. Only social media metrics
• D. Only attend events

Answer: (B)

Evaluation in PR is about measuring whether a program delivers tangible results for the organization and proves its value. In many settings, the most direct way to demonstrate success is through financial outcomes, like annual revenues, because they show how well communications activities translate into economic impact and ROI. That makes annual revenue the best single measure to cover in evaluation, since it reflects overall performance and accountability to stakeholders.

The other elements describe what might be evaluated or tracked in practice—the programs or campaigns themselves, audits of organizational activity, social media metrics, or events attended. These are important parts of the process, but they’re more about the scope or specific metrics of evaluation rather than the overarching measure of success.