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In order to carry out effective PR, it is essential to accurately identify the performance result of PR campaign. To evaluate the PR campaign systematically, the evaluation should be based on scientific methods. This study developed a mid-long term evaluation index that specifically assessed the outcome of future campaigns related to overseas infectious diseases. This performance indicator not only measured short-term publicity performance, but also included the actual impact on audience perceptions, attitude, and behavioral changes. Accordingly, this performance index adopted recent measurement index of domestic and foreign PR scholars and composed of four dimensions including input, output, outtake, and outcome.
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