Towards an inclusive evaluation methodology

Abstract

Public relations evaluation is a complex issue because of the hierarchy of effects of public relations activity and the involvement of third parties such as the press and broadcast media. Evaluation can be either summative or formative, although the two are frequently confused. This article establishes principles of evaluation that can form a foundation for a more sophisticated “toolkit” approach.

Citation

Noble, P. (1999), "Towards an inclusive evaluation methodology", Corporate Communications: An International Journal, Vol. 4 No. 1, pp. 14-23. https://doi.org/10.1108/13563289910254534