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.

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ID Code: 10025
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
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 00:00
Last Modified: 29 Feb 2012 13:14

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