Evaluation in Public Relations: Feasible or not?
A current trend in public communication and public relations, and for sure an issue of considerable concern and controversy, is the attempt to measure the effectiveness of public relations. Over the years public relations practitioners and scholars are striving to find ways to evaluate the contribution of public relations programmes. Many comment that measuring the effectiveness of public relations is like trying to find the Holy Grail. There was and still is a lot of discussion about evaluation in public relations. Besides, in recent years, management demands greater accountability from public relations, as far as its contribution to the bottom line is concerned.