Examining objectives and evaluation: How practitioners measure their success
Xavier, Robina J., Patel, Amisha M., & Johnston, Kim A. (2005) Examining objectives and evaluation: How practitioners measure their success. In 12th BledCom: Public relations metrics: Evaluation and measurement; The International Public Relations Research Symposium, 1 - 3 July 2005, Bled, Slovenia.
Public relations professionals use many different methods to demonstrate their contribution to organizational goals, yet it is unclear how the reporting of public relations success measures up to real outcomes. Ten years after the International Public Relations Association produced a gold paper on public relations evaluation, this study uses data from industry campaign awards to identify how practitioners use evaluation to demonstrate their success. Results suggest that media evaluation methods continue to dominate evaluation techniques and practitioners often mismatch objective and evaluation types in their campaign reporting, and fail to demonstrate how specific objectives have been achieved.
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Keywords:||Public relations, evaluation|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2005 (please consult author)|
|Deposited On:||10 Oct 2007|
|Last Modified:||29 Feb 2012 23:14|
Repository Staff Only: item control page