Which item is NOT part of the evaluation checklist?

• A. Was it planned?
• B. Did the recipients understand it?
• C. Were all primary and secondary audiences reached?
• D. Was the press kit distributed to all media outlets?

Answer: (D)

The main idea here is evaluating what happened and whether the PR effort achieved its intended effects, not just what was done. In a solid evaluation checklist you look at whether the plan had clear aims, whether the message was understood by the audience, and whether the intended audiences actually received and could be reached by the communications. Those elements tell you if the campaign worked in terms of comprehension and reach, which are core measures of effectiveness.

Distributing the press kit to all media outlets is an implementation step—the logistics of getting materials out to the press. It matters for execution and coverage planning, but on an evaluation checklist it’s considered a process activity rather than an outcome you measure to judge success. The emphasis in evaluation is on outcomes: was the plan understood, did the audience understand the message, and did you reach primary and secondary audiences with enough impact.