ABSTRACT
This chapter presents an ongoing, holistic approach to monitoring and evaluation that is directly connected to objective setting. It examines assessment of contemporary public relations practice and thoughts on future challenges and opportunities. The chapter surveys historical, contemporary and future developments in PR evaluation and presents the value of pre-emptive, formative and summative evaluation in strategic PR management. It adopts a practical approach to monitor and evaluate PR campaigns. Watson and Zerfass observe that the term ROI (Return on Investment) is commonly used in PR practice and literature, although it reflects a 'fuzzy concept'. Pre-emptive evaluation involves assessment of campaign plans prior to implementation. This is an important stage to check feasibility and assess risks. Formative evaluation is undertaken during implementation of a campaign. It encourages reflexivity and adjustment of the plan. Summative evaluation takes place at the end of a campaign or when a major component has been completed. It involves robust consideration of all aspects undertaken to date.
