Public relations evaluation

The inter-related and integrated processes of measurement and evaluation have long been a challenge for public relations and communication management practitioners, with reviews showing “stasis”, the use of invalid methods, and even a “deadlock” in the reporting of results of projects and campaigns. In particular, the field has struggled to present credible evidence of outcomes and impact, most often reporting activities and outputs. These terms derive from program logic models that are increasingly being applied, together with theory of change and other performance measurement theories and concepts to develop frameworks, models, and standards for measurement and evaluation of public relations and communication. This chapter reviews the current state of practice and the latest frameworks and models used internationally and outlines the key concepts and principles for the three stages of formative, process and summative evaluation. It concludes by identifying best practice and new directions for the future of measurement and evaluation, which researchers refer to as “the alpha and omega of strategy”