Watson, T. and Likely, F., 2013. Measuring the edifice: public relations measurement and evaluation practices over the course of 40 years. In: Sriramesh, K., Zerfass, A. and Kim, J-N., eds. Public Relations and Communication Management: Current Trends and Emerging Topics. New York: Routledge, pp. 143-162.
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Public relations measurement and evaluation practices have been major subjects for practitioner and academician research from the late 1970s onwards (McElreath, 1980, 1989; Cline, 1984; Synnott & McKie, 1997; Lindenmann, 2005; Watson & Noble, 2007; Watson, 2008). This chapter will commence with a brief survey of the historical evolution of the research into these practices. Then, we will discuss James E. Grunig’s enduring contribution to their theorisation, particularly with financial and non-financial indicators of public relations value. Next, we will consider the current debate around financial indicators, focusing on Return on Investment and alternative methods of financial valuation (Likely, 2012). Finally, we will look to the future at the measurement and evaluation practices that will attract academic and practitioner research interest.
|Item Type:||Book Section|
|Number of Pages:||375|
|Uncontrolled Keywords:||Evaluation, Grunig, Measurement, Public relations|
|Group:||Media School > Institute for Media and Communication Research|
|Deposited By:||Unnamed user with email symplectic@symplectic|
|Deposited On:||29 Oct 2012 12:33|
|Last Modified:||17 Jun 2013 15:26|
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