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Evaluation in use: The practitioner view of effective evaluation

Xavier, Robina J., Mehta, Amisha M., & Gregory, Anne (2006) Evaluation in use: The practitioner view of effective evaluation. PRism Online PR Journal, 4(2).

Abstract

While the academic literature has paid much attention to public relations evaluation over past decade (Baskin, Aronoff & Lattimore, 1997; Cutlip, Center & Broom, 2006; Dozier Repper, 1992; Walker, 1994; Watson, 2001), many studies have suggested practitioner use evaluation methods remains limited (Gregory,2001; Macnamara, 2002; Pieczka, 2000; Pohl & Vandeventer, 2001; Walker, 1994; Watson, 1997). Although practitioners use both formal and informal methods to evaluate their effectiveness (Walker, 1994; Watson, 2001), unclear how their reporting of public relations success measures up to actual achievement organisational outcomes. This study of approximately 70 practitioners builds on four major Australian studies evaluation use (Macnamara, 2002; Walker,1994; Watson & Simmons, 2004; Xavier, Patel & Johnston, 2004) to identify the evaluation patterns of public relations practitioners including the major focus of their evaluation efforts, the use of evaluation to demonstrate organisational outcomes and the barriers further evaluation. Utilising the trends identified by the four studies, a set of initiatives proposed to encourage practitioners to extend their evaluation activities and thereby support their claims to enhanced performance.

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ID Code: 8632
Item Type: Journal Article
Additional Information: Address for correspondence Robina Xavier, School of Advertising, Marketing and Public Relations, Queensland University of Technology, PO Box 2434, Brisbane, Queensland 4001, Australia. Tel: +61 7 3864 2645 Fax: +61 7 3864 1811 Email: r.xavier@qut.edu.au
Additional URLs:
Keywords: practitioners, public relations, Effective Evaluation
ISSN: 1448-4404
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2006 Budapest Open Access Initiative
Copyright Statement: The authors of this article have elected, in the interests of open dissemination of scholarly work, to provide this article to you in open access format. This means that, in accordance with the Budapest Open Access Initiative, (http://www.soros.org/openaccess/) you may freely copy and redistribute this article provided you correctly acknowledge its authorship and source, and do not alter its contents.
Deposited On: 17 Jul 2007
Last Modified: 29 Feb 2012 23:18

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