TY - CHAP
T1 - Introducing the Chartered Institute of Public Relations Initiative
T2 - Moving On from Talking About Evaluation to Incorporating It into Better Management of the Practice
AU - Gregory, Anne
AU - White, Jon
PY - 2008/5/28
Y1 - 2008/5/28
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85075648278&partnerID=8YFLogxK
UR - https://www.routledge.com/Public-Relations-Metrics-Research-and-Evaluation-1st-Edition/van-Ruler-Tkalac-Vercic-Vercic/p/book/9780805862737
M3 - Chapter
SN - 9780805862737
SN - 9780805862720
T3 - Routledge Communication Series
SP - 307
EP - 317
BT - Public Relations Metrics
A2 - van Ruler, Betteke
A2 - Tkalac Verčič, Ana
A2 - Verčič, Dajan
PB - Taylor and Francis Ltd.
ER -