The public relations evaluationists

Abstract

The public relations industry is aware of the need for research and evaluation. It has not kept up with the relevant research and technologies which can provide a wide range of powerful R&E solutions. A number of other disciplines are becoming expert at evaluating PR. The history of development of R&E solutions for the PR industry is one of excellent opportunities largely misunderstood and little used even by a number of evaluation vendors. Reviews some current practices and offers the application of new technologies to aid the development of effective corporate communication. The proposed technology can be drawn from content and semantic analysis research and search engine development, neural networks and data‐mining software. This combines to offer powerful and effective planning research and evaluation solutions in a period of transition from print to Internet public relations practice.

Citation

Phillips, D. (2001), "The public relations evaluationists", Corporate Communications: An International Journal, Vol. 6 No. 4, pp. 225-238. https://doi.org/10.1108/13563280110409872