Chapter 10Measurement and evaluation
Chapter Aims
The chapter provides an overview of the main theoretical and practical issues involved in evaluating public relations. It begins by introducing the area of evaluation and discussing the importance of objectives. Models of PR evaluation are then reviewed and the key research findings regarding the practice of PR evaluation and the main barriers to implementation are summarised. Some of the initiatives undertaken by the PR industry are then outlined before three particular areas of debate – media evaluation, return on investment and online evaluation – are highlighted. Finally, the chapter concludes by presenting a case study of a social return on investment (SROI) evaluation.
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