Using evaluation techniques and performance claims to demonstrate public relations impact : an Australian perspective
Xavier, Robina J., Johnston, Kim A., Mehta, Amisha M., Watson, Tom, & Simmons, Peter (2005) Using evaluation techniques and performance claims to demonstrate public relations impact : an Australian perspective. Public Relations Review, 31(3), pp. 417-424.
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.
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|Item Type:||Journal Article|
|Additional Information:||For more information, please refer to the journal’s website (see hypertext link) or contact the author.|
|Keywords:||Public relations, evaluation, campaigns|
|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|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2005 Elsevier|
|Deposited On:||11 Dec 2007|
|Last Modified:||29 Feb 2012 23:13|
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