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

Journal of Communication Management, Volume 6 (4): 3 – Oct 1, 2002

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 ManagementEmerald 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.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off