PR Evaluation: Reality or Pipe Dream?

Tuesday, December 06, 2005

But, what is evaluation?


At this point, I think it is useful to define the term evaluation. Grunig and Hunt (1984) in the book Managing Public Relations (p. 183) distinguished between outcome evaluation (measures the effects of PR programmes) and process evaluation (examines effective administration of the programme). On the other hand, according to Watson in the book Public Relations: Principles and Practice (Kitchen, 1997, p.284), “definitions of evaluation can fall into three groups: the commercial, which is just a justification of budget spend, simple-effectiveness, which asks whether the programme has worked in terms of output, and objectives-effectiveness, which judges programmes in terms of meeting objectives and creation of desired effects”.

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