June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Evaluation and communication psychology
As early as 1920, US public relations practitioners were discussing the role of evaluation of public relations activity. Forty years ago, writers predicted that evaluation practices would move from informal judgement to scientifically derived knowledge. Now, in the 21st century, evaluation is still earnestly discussed. This chapter looks at evaluation theory and its link with psychology.
Like most studies of humans, there is considerable and continuing debate among psychologists on behaviour. The causes and responses are never simple and often unpredictable. Yet for the purposes of communication public relations practitioners seek some characteristics or something upon which they can base their campaigns. ...
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