Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective.

Xavier, R., Johnston, K., Patel, A., Watson, T. and Simmons, P., 2005. Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective. Public Relations Review, 31 (3), pp. 417-424.

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Official URL: http://dx.doi.org/10.1016/j.pubrev.2005.05.006

DOI: 10.1016/j.pubrev.2005.05.006

Abstract

Public relations professionals use many methods to demonstrate their contribution to organizational goals, yet it is unclear how their attitudes towards evaluation and the reporting of success matches real outcomes. Ten years after the International Public Relations Association produced an evaluation gold paper, this study combines research on Australian practitioners’ evaluation practices and attitudes, and data from industry awards to identify how practitioners demonstrate their accountability. Data suggest that despite the attention paid to evaluation by the academy and industry, practitioners still focus on measuring outputs, not outcomes to demonstrate performance and continue to rely heavily on media-based evaluation methods.

Item Type:Article
ISSN:0363-8111
Uncontrolled Keywords:Evaluation, measurement, practitioners, public relations
Subjects:Social Sciences > Communication, Cultural and Media Studies
Group:Media School > Institute for Media and Communication Research
ID Code:11284
Deposited By:Prof Tom Watson
Deposited On:11 Sep 2009 09:38
Last Modified:07 Mar 2013 15:14

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