Watson, T., 2005. ROI or evidence-based PR: The language of public relations evaluation. PRism, 3 (1), pp. 1-10.
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As evaluation of public relations programmes moves from output to outcome measurement with greater emphasis on integrated planning, research, and evaluation, the term Return on Investment (ROI) has been increasingly used by practitioners to express campaign results to decision-makers from managerial and financial backgrounds. Yet the United Kingdom’s Institute of Public Relations rejects ROI as “not only confusing” but misleading. This article reviews the language of public relations evaluation from theoretical and best practice viewpoints in order to propose a platform of common terminology that can be implemented in theory and practice.
|Uncontrolled Keywords:||Nomenclature, public relations, Return on Investment|
|Subjects:||Social Sciences > Communication, Cultural and Media Studies|
|Group:||Media School > Institute for Media and Communication Research|
|Deposited By:||Prof Tom Watson|
|Deposited On:||11 Sep 2009 09:29|
|Last Modified:||07 Mar 2013 15:14|
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- ROI or evidence-based PR: The language of public relations evaluation. (deposited 18 Dec 2008 16:55)
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