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).


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
Refereed: No
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 00:00
Last Modified: 29 Feb 2012 13:18

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