To evaluate a public relations project or campaign, you can use the SWOT analysis, a strategic planning method that allows you to get a better understanding of the situation so you can make justified and positive adjustments.
This tool, credited to Albert Humphrey, is one that, if done at the beginning of a project or start of a decision-making process, can certainly be returned to at any point of the projects implementation. This SWOT analysis is the core of your project, its foundation, that if you are ever lost while on the path to making a decision, you can simply refer back to your SWOT analysis to redirect yourself on a profitable course.
Strengths: Attributes of the organization that are helpful to achieving the objective.
Weaknesses: Attributes of the organization that are harmful to achieving the objective.
Opportunities: External conditions that are helpful to achieving the objective.
Threats: External conditions that are harmful to achieving the objective.
What you may have noticed is that this analysis focuses both on internal affairs as well as external. Strengths and Weaknesses are regarded distinctly as internal factors, whereas Opportunities and Threats are regarded distinctly as external factors.
It is extremely important to label the conditions and attributes correctly in relation to whether they are internal or eternal as it is this sort of labeling that assists you in prioritizing, classifying your actions in order of importance.
For a visual examples and more information on the SWOT analysis, I suggest visiting this site.