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

Jim Macnamara

61 citations0/0 files storedJournal of Communication Management

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Public Relations and Crisis Communication Marketing and Advertising Strategies Evaluation and Performance Assessment

Abstract

Purpose – Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, the purpose of this paper is to explore 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 M & E, 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. Research limitations/implications – This analysis and the approach and model presented address an area of concern identified in research globally, such as a 2008 Delphi study by Watson and the European Communication Monitor in 2011 and 2012. The findings provide theoretical and practical contributions to address the deadlock between normative theories of M & E and practical implementation. Originality/value – The approach and M & E model presented make a significant original contribution to theory and practice.

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References

2008Qualitative Data Analysis 2017The Content Analysis Guidebook 2021Qualitative Research Methods 1978Theories of Human Communication 2018MANAGING PUBLIC RELATIONS 2002Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries 1967Effective Public Relations 2010Qualitative Research Methods in Public Relations and Marketing Communications

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2019Reviewing the ‘march to standards’ in public relations: a comparative analysis of four seminal measurement and evaluation initiatives 2019New avenues in communication evaluation and measurement (E&M): towards a research agenda for the 2020s 2017Evaluation stasis continues in PR and corporate communication: Asia-Pacific insights into causes 2018Insights from Industry Leaders: A Maturity Model for Strengthening Communication Measurement and Evaluation 2022Towards a framework for public relations scholarship and practice in Africa: a globalisation perspective

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