Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective

Robina Xavier, Kim Johnston, Amisha Patel, Thomas Watson, Peter Denyer-Simmons

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)

Abstract

Public relations professionals use many methods to demonstrate their contribution to organizational goals, yet it is unclear how their attitudes towards evaluation and the reporting of success matches real outcomes. Ten years after the International Public Relations Association produced an evaluation gold paper, this study combines research on Australian practitioners' evaluation practices and attitudes, and data from industry awards to identify how practitioners demonstrate their accountability. Data suggest that despite the attention paid to evaluation by the academy and industry, practitioners still focus on measuring outputs, not outcomes to demonstrate performance and continue to rely heavily on media-based evaluation methods.
Original languageEnglish
Pages (from-to)417-424
Number of pages8
JournalPublic Relations Review
Volume31
Issue number3
DOIs
Publication statusPublished - 2005

Fingerprint Dive into the research topics of 'Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective'. Together they form a unique fingerprint.

Cite this