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

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.