TY - JOUR
T1 - Using evaluation techniques and performance claims to demonstrate public relations impact
T2 - An Australian perspective
AU - Xavier, Robina
AU - Johnston, Kim
AU - Patel, Amisha
AU - Watson, Thomas
AU - Denyer-Simmons, Peter
N1 - Imported on 12 Apr 2017 - DigiTool details were: Journal title (773t) = Public Relations Review. ISSNs: 0363-8111;
PY - 2005
Y1 - 2005
N2 - 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.
AB - 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.
U2 - 10.1016/j.pubrev.2005.05.006
DO - 10.1016/j.pubrev.2005.05.006
M3 - Article
SN - 0363-8111
VL - 31
SP - 417
EP - 424
JO - Public Relations Review
JF - Public Relations Review
IS - 3
ER -