Introducing the Chartered Institute of Public Relations Initiative: Moving On from Talking About Evaluation to Incorporating It into Better Management of the Practice

Anne Gregory, Jon White

Research output: Chapter in Book/Report/Conference proceedingChapter

7 Citations (Scopus)

Abstract

At times, the debate about evaluation in public relations can seem like a car, stuck in mud or snow, trying to move forward. The engine revs, the wheels spin, exhaust fumes and friction smoke cloud the scene, but-in the end-the car remains stuck. So, too, the evaluation debate: a great deal of discussion, but no forward movement. A review of public relations literature at any time in the past twenty to thirty years will quickly find the same themes whenever evaluation is raised. The debate about evaluation goes on, but little if any progress is made.

Original languageEnglish
Title of host publicationPublic Relations Metrics
Subtitle of host publicationResearch and Evaluation
EditorsBetteke van Ruler, Ana Tkalac Verčič, Dajan Verčič
PublisherTaylor and Francis Ltd.
Chapter17
Pages307-317
Number of pages11
Edition1st
ISBN (Electronic)9781135593278, 9781410616791, 9780203877234
ISBN (Print)9780805862737, 9780805862720
Publication statusPublished - 28 May 2008
Externally publishedYes

Publication series

NameRoutledge Communication Series
PublisherRoutledge

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Cite this

Gregory, A., & White, J. (2008). Introducing the Chartered Institute of Public Relations Initiative: Moving On from Talking About Evaluation to Incorporating It into Better Management of the Practice. In B. van Ruler, A. Tkalac Verčič, & D. Verčič (Eds.), Public Relations Metrics: Research and Evaluation (1st ed., pp. 307-317). (Routledge Communication Series). Taylor and Francis Ltd..