Evaluation in public relations has typically followed programme logic models which are organisation centric and focused on achieving organisational objectives. This raises numerous ethical issues about the focus of public relations work, how stakeholders are regarded, the process of communication and the measures of success. In the contemporary context, such an approach is open to even more ethical challenge, especially with the rise of new organisational accountabilities and the ubiquity of online communication. This chapter outlines the ethical issues associated with prevalent evaluation models and advocates for a new approach which places context and stakeholders at the centre of evaluation practices.
|Title of host publication
|Beyond the Dark Arts
|Subtitle of host publication
|Advancing Marketing and Communication Theory and Practice
|Linda Brennan, Lukas Parker, Divya Garg, Krzysztof Kubacki, Michaela Jackson, Ella Chorazy
|World Scientific Publishing Co.
|Number of pages
|Published - 1 Jun 2023