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The Inception of PR Evaluation and Measurement in Europe | Institute for Public Relations

Different from other subject matter areas in public relations or strategic communication, one can see a fairly well-defined community of practice for evaluation and measurement. Dimensions of evaluation in strategic communication: Just as everyone is against sin, so most public relations people I talk to are for evaluation.

People keep on sinning […] and PR people continue not to do evaluation research. Based on the most recent developments in research and practice, the overall evaluation and measurement process can be structured along five fundamental dimensions see Figure:.

The Inception of PR Evaluation and Measurement in Europe

Throughout the intense debate on evaluation of strategic communication, all models and frameworks have focused on some though never all of these dimensions. While the interest community has moved aggressively towards a more holistic understanding of evaluation and more sophisticated measures, surveys suggest that, in the wider profession, the commonly found barriers lack of: We made six suggestions.

Jim Macnamara, Tim Marklein, Dr. Rebecca Swenson, Sophia Charlotte Volk, and Michael Ziviani for their constructive feedback on the original version of the article published in the Journal of Communication Management. Fraser Likely and Tom Watson https: Be the first to review this item Would you like to tell us about a lower price? I'd like to read this book on Kindle Don't have a Kindle?

Challenges in PR evaluation - Interview with Professor Tom Watson

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    Thoughts on Recent Developments in Communication Evaluation and Measurement

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