Metrics, Measurement and Impacts in Public Relations: Ethical Issues in a Changing Context

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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.

Original languageEnglish
Title of host publicationBeyond the Dark Arts
Subtitle of host publicationAdvancing Marketing and Communication Theory and Practice
EditorsLinda Brennan, Lukas Parker, Divya Garg, Krzysztof Kubacki, Michaela Jackson, Ella Chorazy
PublisherWorld Scientific Publishing Co.
Number of pages23
ISBN (Electronic)9789811276064, 9789811276071
ISBN (Print)9789811276057
Publication statusPublished - 1 Jun 2023

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