The evolution of public relations measurement and evaluation

Watson, Tom

doi:10.1016/j.pubrev.2011.12.018

Cited by 77 publications

(62 citation statements)

References 14 publications

(15 reference statements)

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“…One solution to this problem is a simple one: to be able to demonstrate business value, you have to measure what you do (Watson, 2012). Overall, an increased exchange of knowledge between academy and industry appears vital for the continuing progress of evaluation and measurement research and practice (Watson, 2006).…”

Section: Resultsmentioning

confidence: 99%

Communication evaluation and measurement

Zerfaß

Verčič

Volk

2017

CCIJ

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Purpose The purpose of this paper is to examine the status quo of communication evaluation and measurement practices in communication departments of companies, non-profits, and other organizations across Europe. Design/methodology/approach The study argues that the challenge to conduct reliable measurement is threefold: first, communication professionals have to understand and develop skills how to conduct evaluation; second, they have to evaluate whether communication activities have reached those goals in practice; and finally, they have to use those insights to advance and manage their future activities. These aspects are elaborated in the literature review. A quantitative survey of 1,601 professionals from 40 European countries was conducted to research prerequisites, implementation and benefits of communication measurement and compare practices across types of organizations. Findings Although robust knowledge of empirical research methods and their application for measuring communication effects is indispensable, many practitioners lack the necessary expertise to conduct reliable evaluation and measurement. Communication departments seldom measure communication effects on stakeholders and organizational goals. Many remain focused on media and channels. Last but not least, organizations do not fully exploit the potential of measurement data for strategically planning future communication activities. Practical implications The findings highlight the need to reconsider current education and training in communication research methods and their application in corporate practice. Knowledge about conducting applied research is as important as asking meaningful questions and using insights for management decisions in a corporate environment. Evaluation methods are often discussed, but individual skills and the organizational use of insights are important as well. This might be tackled through additional training in social science research techniques, sophisticated valuation methods, and decision making. Originality/value The large-scale study shows that communication measurement practices are still in a nascent stage. Joint efforts of academics and professional associations have not really changed the situation until now. The three dimensions used in this research (skills, practices, and utilization) can be used to assess the measurement readiness of individual organizations, to conduct further research in other regions, and to identify future challenges for advancing the field.

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Section: Resultsmentioning

confidence: 99%

Communication evaluation and measurement

Zerfaß

Verčič

Volk

2017

CCIJ

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“…Watson (2012) has commented that evidence from the adoption of measurement and evaluation methods shows public relations was largely a publicity practice with a strong media relations bias from the 1950s onward. As publicity often relies on personalities and personal relationships between the media and practitioners, perhaps ICT was not seen as relevant until the mid-to late-1990s.…”

Section: Discussionmentioning

confidence: 99%

PR’s early response to the “information superhighway”: the IPRA narrative

Watson¹

2015

Communication & Society

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Before the Internet, social media and search engine optimisation, there was the "information superhighway" and the "Megachip age" in the 1980s. This paper, drawing on the archive of the International Public Relations Association (IPRA), reviews early discussion and adoption of innovative technology by practitioners through the application of historical method. It finds they were slow to appreciate the benefits of technical advances in communication and held doggedly to print-based models of mediated communication. Practitioners and thought leaders did not foresee that information would be available to more people through ICT developments. Practice responses, developed by reference to Rogers' Diffusion Theory, were in three categories (in descending order of frequency) of Ignorers, Cautious/Sense-makers and Modernists/Adopters.

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“…An extensive body of literature on the importance of M&E and various methods for its implementation has been established and will only be summarized here, as it has been reviewed in detail in a number of analyses including Watson (2012) and Likely and Watson (2013). Measurement and evaluation have been practiced in basic forms such as media monitoring since the nineteenth century before the term public relations came into use (Lamme and Russell, 2010).…”

Section: Mande Theories and Models -50 Plus Years Of Literaturementioning

confidence: 99%

“…Measurement and evaluation have been practiced in basic forms such as media monitoring since the nineteenth century before the term public relations came into use (Lamme and Russell, 2010). For instance, Watson (2012) reported that the first press clipping agencies were established in the US and UK in the late 1800s. Focus on a research-based approach to measurement and evaluation dates back to Edward Bernays, identified in much (albeit US) PR literature as the "father of public relations" (Guth and Marsh, 2007, p. 70).…”

Section: Mande Theories and Models -50 Plus Years Of Literaturementioning

confidence: 99%

Breaking the measurement and evaluation deadlock: a new approach and model

Macnamara

2015

Journal of Communication Management

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Purpose -Noting findings by Michaelson and Stacks in the US and Zerfass and colleagues in Europe that research-based measurement and evaluation of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, this paper explores the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice.Design/methodology/approach -This paper is informed by critical analysis of the large body of literature on measurement and evaluation, analysis of M&E reports, and ethnographic research among senior management.Findings -This analysis reveals that, along with long-cited barriers such as lack of budget, lack of knowledge and lack of standards, three other obstacles prevent demonstration of the value of PR and corporate communication. Based on critical analysis of literature and M&E reports and ethnography, this paper presents a new approach and model for M&E to help practitioners overcome these obstacles. Originality/value -The approach and M&E model presented make a significant original contribution to theory and practice. Research implicationsKeywords -Measurement, evaluation, PR research, evaluation models. The measurement and evaluation deadlockPublic relations and corporate communication are caught in a deadlock in relation to measurement and evaluation. The field has accumulated and widely disseminated a substantial body of normative theories, models and 'Best Practice' advice, which advocate rigorous research-based measurement and evaluation (M&E). However, while recognizing and acknowledging recent industry initiatives such as the Barcelona Declaration of Measurement Principles and development of international standards (Marklein and Paine, 2012), a number of studies show that Jim Grunig's cri de coeur about lack of evaluation in practice uttered in the early 1980s still echoes across the PR and corporate communication landscape today (Grunig, 1983). To paraphrase his fundamentalist metaphor, people keep on sinning and many PR people continue to not do evaluation, as is shown in the research literature reviewed.

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The evolution of public relations measurement and evaluation

Cited by 77 publications

References 14 publications

Communication evaluation and measurement

Communication evaluation and measurement

PR’s early response to the “information superhighway”: the IPRA narrative

Breaking the measurement and evaluation deadlock: a new approach and model

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