Public relations evaluation in nonprofit organizations : a dedicated evaluation model for United Way of Delaware County

This thesis examines the public relations evaluation process in a nonprofit organization. By conducting a case study of a nonprofit organization’s approach on evaluation, the researcher investigates and analyzes the common success indicators found in the theoretical public relations evaluation models and the success indicators used by the nonprofit organization in its evaluation. Based on the findings of this study, a theoretical model of public relations evaluation dedicated to the nonprofit organization is proposed. The results of the analysis reveal that the nonprofit organization values evaluation and looks at it as tool for improving the organizational impact. This thesis proposes that the evaluation of the nonprofit organization should focus more on the role of public relations as a bridge between the nonprofit and its audience, and between the organizational goals and the community goals. The proposed model of public relations evaluation is aimed at helping the organization to better fulfill its objectives and to pave the way towards a dedicated theoretical framework for nonprofit public relations evaluation.Department of JournalismThesis (M.A.