ABSTRACT
This chapter examines methods for evaluating public communication, it is important to recognize that evaluation did not begin in the field of communication. It explains major theories, approaches, and key concepts and principles advanced in relation to evaluation. Building on the early logical framework approach (LFA), a body of programme theory was developed that underpins much thinking about evaluation today. Programme theory evaluation (PTE) takes the baton from programme theory and moves on to look specifically at how evaluation will be done based on programme theory – although that is a rather simplified summary. Models are a visual illustration of a process to explain complex steps simply and are applied to a wide range of processes including programme evaluation in the form of programme logic models. In the business world and some areas of administration, programme evaluation is closely associated, and sometimes seen as synonymous, with performance measurement, which is part of performance management.
