ABSTRACT
Evaluation has been described as a ‘transdiscipline’ (Scriven, 1996: 402) that can be applied in many areas where efficiency, effectiveness and impact are important concerns (Rossi and Freeman, 1989). Developing from efforts to assess education and public health programmes prior to World War One, the field has extended and diversified rapidly. Some years ago, Weiss (1972) defined evaluation as measuring the effects of a programme against its goals. However, while still recognising the element of comparing results with objectives, other definitions broadened the concept of evaluation to emphasise the importance of evaluation before and during the pro - gramme, and stressed that evaluation is not solely a retrospective analysis conducted after the programme is over. For example, Berk and Rossi (1990: 8) suggested that,
The chapter provides an overview of the main theoretical and practical issues involved in evaluating public relations. It begins by introducing the area of evaluation and discussing the importance of objectives. Models of PR evaluation are then reviewed and the key research findings regarding the practice of PR evaluation and the main barriers to implementation are summarised. Some of the initiatives undertaken by the PR industry are then outlined before two particular areas of debate – media evaluation and online evaluation – are highlighted. Finally, the chapter concludes by presenting a case study of evaluation in practice.
