Measurement, evaluation + learning (MEL): New approaches for insights, outcomes, and impact

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Routledge Companion to Public Relations, 2022, 1, pp. 1-14
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This chapter discusses new approaches that can overcome the “stasis” and “deadlock” observed in measurement and evaluation (M&E) of public relations, and open the door to an evidence-based, value-adding role at a strategic level. Based on recent studies and new research, this chapter supports and advances ‘learning about’ M&E by offering translational and practical tools, including two simple tests and a formula to elevate practice from reporting basic metrics that record outputs to identifying outcomes and impact. Furthermore, this analysis advocates and advances ‘learning from’ M&E to the extent of reconceptualizing the practice as measurement, evaluation and learning (MEL) that contribute to creation of a learning organization and lead to transformational benefits at a functional, organizational, stakeholder, and societal level.
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