Breaking the measurement and evaluation deadlock: A new approach and model

Publication Type:
Journal Article
Journal of Communication Management, 2015, 19 (4), pp. 371 - 387
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Noting findings by Michaelson and Stacks in the US and Zerfass and colleagues in Europe that research-based measurement and evaluation of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, this paper explores the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice. Based on critical analysis of literature and M&E reports and ethnography, this paper presents a new approach and model for M&E to help practitioners overcome these obstacles
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