Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Evaluation: An opportunity to raise the standing of PR

Evaluation: An opportunity to raise the standing of PR Theory and exhortation about planning, research and evaluation (PRE) in PR still outweighs best practice. The tools exist to enable PRE to be used as a means of demonstrating PR effectiveness. Yet research continues to demonstrate that PR is either not validated or the methodologies used are considered suspect. Behind the lack of PRE usage are weaknesses in PR training and reluctance to do the obvious, such as tap into existing sources of research. While it is important to prove the effectiveness of PR through PRE, there is a bigger prize: to demonstrate the strategic role that PR can play in organisations and to raise the standing of PR. With growing recessionary pressure and the threat of competition from other service providers such as management consultants, the PR profession should seize on PRE as a means of putting PR on to a higher plane. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Evaluation: An opportunity to raise the standing of PR

Michael Fairchild
Journal of Communication Management , Volume 6 (4): 3 – Oct 1, 2002
Download PDF
3 pages

Loading next page...
 
/lp/emerald-publishing/evaluation-an-opportunity-to-raise-the-standing-of-pr-HbhFtQcndh
Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540210807125
Publisher site
See Article on Publisher Site

Abstract

Theory and exhortation about planning, research and evaluation (PRE) in PR still outweighs best practice. The tools exist to enable PRE to be used as a means of demonstrating PR effectiveness. Yet research continues to demonstrate that PR is either not validated or the methodologies used are considered suspect. Behind the lack of PRE usage are weaknesses in PR training and reluctance to do the obvious, such as tap into existing sources of research. While it is important to prove the effectiveness of PR through PRE, there is a bigger prize: to demonstrate the strategic role that PR can play in organisations and to raise the standing of PR. With growing recessionary pressure and the threat of competition from other service providers such as management consultants, the PR profession should seize on PRE as a means of putting PR on to a higher plane.

Journal

Journal of Communication Management – Emerald Publishing

Published: Oct 1, 2002

Keywords: Measurement; Effectiveness; Evaluation; Tools; Toolkit; Best practice; PR status; Strategic role; Urgency; Threat; Reputation

There are no references for this article.