ABSTRACT
Communication is recognized as fundamental to all aspects of human society. In contrast with interpersonal communication between two individuals and within small groups, public communication refers to communication activities that take place in the public sphere rather than the private sphere - albeit the separation of private and public is an increasingly blurred boundary in contemporary societies. Unfailing faith in the power of human communication, and particularly in the growing array of technologies such as broadcast radio and television that made so-called mass communication technically possible in the twentieth century, led to what is referred to as direct effects thinking and a belief in the strong effects of media and public communication. Over the past few decades, pressure has mounted on all levels of management in the private and public sectors to be accountable and to report performance. Lack of time and human resources is often advanced as a reason why evaluation is not done.
