June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Evaluation remains one of the hottest topics in public relations. Yet it seems that for every two steps forwards there is one step back. While certain evaluation basics such as those captured in the Barcelona Declaration of Measurement Principles (2010) have been talked about and broadly accepted for the last 15 years or so, and the multi-faceted nature of evaluation established beyond reasonable dispute, the quest for the mythical ‘magic bullet’ or single-measure evaluation still persists.
Evaluation in public relations is necessarily and inherently difficult since it concerns measuring how humans change in reaction to communication. All kinds of factors complicate this assessment. What about context? Susceptibility? Disaggregating ...
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