The Marketing Manager should maintain a log of PR events in accordance with the PR Events Log Template, including, at a minimum:
When the events took place;
Who was involved in the event;
Who the event was directed to (the audience);
How many of the audience were reached;
What was the message (in summary form); and
Which media were used (specify which TV station, which publication, etc.).
At the end of each PR event, the Marketing Manager should review MT1020-6 PR EVENTS LOG and compare results with the event objectives and the overall objectives stated in the Public Relations Plan. The Marketing Manager should review the Plan and revise (if necessary) on an as-needed basis, such as when a potentially adverse events (e.g., product recall, legal action) occur.