Public relations evaluation

Macnamara, J

Public relations evaluation

Macnamara, J

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Publisher:: De Gruyter Mouton
Publication Type:: Chapter
Citation:: Public Relations, 2021, pp. 249-273
Issue Date:: 2021-03-01

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Field	Value	Language
dc.contributor.author	Macnamara, J https://orcid.org/0000-0003-1387-3882
dc.contributor.editor	Valentini, C
dc.date.accessioned	2021-05-11T00:12:59Z
dc.date.available	2021-05-11T00:12:59Z
dc.date.issued	2021-03-01
dc.identifier.citation	Public Relations, 2021, pp. 249-273
dc.identifier.isbn	3-11-055229-9
dc.identifier.isbn	978-3-11-055229-4
dc.identifier.uri	http://hdl.handle.net/10453/148821
dc.description.abstract	The inter-related and integrated processes of measurement and evaluation have long been a challenge for public relations and communication management practitioners, with reviews showing “stasis”, the use of invalid methods, and even a “deadlock” in the reporting of results of projects and campaigns. In particular, the field has struggled to present credible evidence of outcomes and impact, most often reporting activities and outputs. These terms derive from program logic models that are increasingly being applied, together with theory of change and other performance measurement theories and concepts to develop frameworks, models, and standards for measurement and evaluation of public relations and communication. This chapter reviews the current state of practice and the latest frameworks and models used internationally and outlines the key concepts and principles for the three stages of formative, process and summative evaluation. It concludes by identifying best practice and new directions for the future of measurement and evaluation, which researchers refer to as “the alpha and omega of strategy”.
dc.format.extent	32
dc.language	en
dc.publisher	De Gruyter Mouton
dc.relation.ispartof	Public Relations
dc.relation.ispartofseries	Handbooks of Communication Science
dc.rights	info:eu-repo/semantics/closedAccess
dc.title	Public relations evaluation
dc.type	Chapter
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2021-05-11T00:12:58Z
pubs.place-of-publication	Berlin, Germany and Boston, MA
pubs.publication-status	Published
dc.location	Berlin, Germany and Boston, MA

Abstract:

The inter-related and integrated processes of measurement and evaluation have long been a challenge for public relations and communication management practitioners, with reviews showing “stasis”, the use of invalid methods, and even a “deadlock” in the reporting of results of projects and campaigns. In particular, the field has struggled to present credible evidence of outcomes and impact, most often reporting activities and outputs. These terms derive from program logic models that are increasingly being applied, together with theory of change and other performance measurement theories and concepts to develop frameworks, models, and standards for measurement and evaluation of public relations and communication. This chapter reviews the current state of practice and the latest frameworks and models used internationally and outlines the key concepts and principles for the three stages of formative, process and summative evaluation. It concludes by identifying best practice and new directions for the future of measurement and evaluation, which researchers refer to as “the alpha and omega of strategy”.

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http://hdl.handle.net/10453/148821