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Research is recognised as an essential part of planning and evaluation in most areas of marketing and corporate communication, including advertising, direct marketing and, increasingly, public relations and corporate communication disciplines such as employee communication and community relations. Understanding of audience interests, awareness, perceptions and information needs is critical to strategic planning of communication campaigns. Secondly, identification and quantification of changes in awareness, perception and, ultimately, behaviour is necessary to evaluate objectively the effectiveness of communication (ie the outcomes or results). Nowhere is research more important than in multicultural and cross‐cultural communication. International relations began with human migrations and trade and reach new levels today with globalisation, corporations, organisations and governments increasingly seeking to create consistencies and shared values across divergent cultural groups. They seek to create consistencies and shared values in relation to products (eg Coca‐Cola, IBM, McDonalds), policies (eg trade agreements) and in popular culture such as films, television programmes and news media. Social rules and shared values, ie the culture of communities, affect organisations seeking to communicate multiculturally and cross‐culturally at two levels. First, the “home” culture of the organisation wishing to communicate shapes policies, plans and products that are produced. Secondly, the cultures of audiences inform and substantially shape their interpretation and use of information. Often, multicultural and cross‐cultural communication is a case of “Chinese whispers” on an international scale. What one says or shows is frequently not what others hear or see. Studies cited in this paper show that culture is a vitally important factor in communication. Yet, companies and even governments attempt communication with little understanding of audiences which they wish to reach and with which they wish to build relationships and understanding. This paper examines cultural considerations specifically in the field of public relations and corporate communication in the Asia Pacific region which is comprised of a diverse range of cultures and has been identified as the largest market in the world. Thus, it is increasingly a focal point of global communication campaigns.

This paper aims to explore the evaluation theory in a field closely related to corporate communication and public relations (PR) as well as in other disciplines and argues that embracing the evaluation theory more broadly can break the “stasis” and “deadlock” identified in evaluation of corporate communication and PR. Specifically, this analysis seeks to show that a transdisciplinary approach can contribute to standards and demonstration of impact – two long-sought goals in evaluation of corporate communication and PR – as well as inform methodology.

Critical analysis is applied to review the evaluation theory in a number of fields, including international development, public administration, management and health communication, compared with major frameworks, models and methods used for evaluation of corporate communication and PR.

This analysis shows that the evaluation theory in other fields and related theory of change, program theory and program logic models can contribute to advancing evaluation of corporate communication and PR in three ways: identifying standards in terminology and approaches, shifting focus from activities and outputs to outcomes and impact and applying appropriate and rigorous methodology.

While this paper does not present new empirical data, it expands the theoretical perspectives, models and methods applied to the evaluation of corporate communication and PR and identifies new directions for research.

As well as expanding the evaluation theory and opening up new ground for research, this analysis identifies a need for structural change in the field of practice.

Comparatively, while the voice of customers, employees, and other stakeholders have been identified as key components of corporate and marketing communication, little attention has been paid to how organizations listen to, make sense of, and use the information provided. The research reported in this article examined how a multinational corporation and its subsidiaries listen to their customers, employees, and other stakeholders and explored how corporate listening can be improved for mutual benefits.

This article reports participatory action research within a multinational corporation operating in Europe, Canada and Australia, which set out to become a “listening organization” to improve its relationships and performance. The research was informed by interviews, observation, content analysis of relevant documents, and critical reflection.

This analysis illustrates the need for and benefits of looking beyond statistical data to analyze textual, aural and visual data available from call centers, open-end survey comments, complaints, correspondence, social media and other sources, and it identifies methods, tools and technologies for ethical insightful corporate listening.

This article advocates a “turn” from a focus on voice to focus on listening, noting that expression of the voice of customers, employees and other stakeholders has no value to them or organizations without active listening.

This paper reports an in-depth study of corporate listening to multiple stakeholders and identifies opportunities for increased insights and understanding that can lead to tangible benefits for both organizations and their stakeholders.

Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, the purpose of this paper is to explore the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice.

This paper is informed by critical analysis of the large body of literature on M & E, analysis of M & E reports, and ethnographic research among senior management.

This analysis reveals that, along with long-cited barriers such as lack of budget, lack of knowledge and lack of standards, three other obstacles prevent demonstration of the value of PR and corporate communication. Based on critical analysis of literature and M & E reports and ethnography, this paper presents a new approach and model for M & E to help practitioners overcome these obstacles.

This analysis and the approach and model presented address an area of concern identified in research globally, such as a 2008 Delphi study by Watson and the European Communication Monitor in 2011 and 2012. The findings provide theoretical and practical contributions to address the deadlock between normative theories of M & E and practical implementation.

The approach and M & E model presented make a significant original contribution to theory and practice.

The use of exercise as an intervention to improve health in the general population is well documented. The purpose of this paper is to explore whether an exercise referral scheme can be an effective health promotion tool for male prisoners in Ireland, presenting with mental health symptoms.

This mixed methods study with a pre- and post-intervention design was conducted in Mountjoy Prison, Dublin, which has a capacity for approximately 790 prisoners. Reliable and validated symptom assessment scales were used to assess levels of depression, anxiety, stress, self-esteem and anger amongst a sample of 40 prisoners pre- and post-intervention. The scales used were the Depression, Anxiety and Stress scale or DASS-42 (Lovibond and Lovibond, 1995), the Novaco Anger Scale (Novaco, 1994), the Rosenberg Self-Esteem Scale (Rosenberg, 1965) and the Zung Self-Rated Anxiety Scale (Zung, 1971). Semi-structured interviews were also conducted with a subset of the participants post-intervention to further test and contextualise the symptom ratings. The data gathered from the self-rating scales were imported into SPSS 22 for statistical testing for significance. Wilcoxon’s signed-rank test was then used to measure significance of changes. Thematic analysis was performed on the qualitative data.

In the post-intervention, significant levels of improvement were achieved in the levels of depression, anxiety (DASS), anxiety (Zung), stress, anger, and self-esteem for 29 of the 30 prisoners who completed the study. The incidence of normal mood scores rose from 33 to 90 per cent after the intervention; the incidence of extremely severe scores for anxiety changed from 40 to 7 per cent, severe stress scores changed from 27 to 3 per cent, normal stress levels rose from 17 to 73 per cent, marked anger ratings reduced from 40 to 3 per cent and low self-esteem levels reduced from 20 per cent of participants pre-intervention to 7 per cent post-intervention. In the main, participants perceived the experiences and outcomes of the intervention positively.

There are some limitations to the design of this study. Operational circumstances within the prison at the start of this study prevented the authors from accessing a larger sample. A control group would add greatly to the study but this was not possible within a single prison setting. The possible influence of extraneous variables such as increased attention and social contact, and more time out of one’s cell may have contributed to improved symptom scores as much as the exercise intervention in this study. This possibility was recognised from the outset but the authors proceeded because the aim was to test if an exercise referral package (and all that inevitably goes with that) would make a difference for symptomatic prisoners.

The organisation and smooth running of the intervention and the positive results therein underpinned the practicality of this project. The significantly positive results contribute new knowledge to the profile of Irish male prisoners’ mental health.

This study could be the foundation for a larger study or set of studies which should include a control group and one or more female prisoner cohorts. The impact of positive changes in prisoners’ mental health on the prison staff and environment could also be researched. This type of study could lead to important social implications in relation to its impact on prisoner rehabilitation.

This study was the first of its kind to explore the effectiveness of exercise referral as a health promotion intervention for Irish male prisoners presenting with mental health symptoms.

A number of scholars including Benno Signitzer and Jacquie L'Etang have proposed public diplomacy as an alternative model to describe and/or inform the practices of public relations. However, international relations and political science scholars claim major differences between public diplomacy and PR, and few studies have sought to reconcile these claims and counter‐claims. The purpose of this paper is to report a comparative analysis of key concepts and principles of public diplomacy.

This article reports a comparative analysis of key concepts and principles of public diplomacy and the “new diplomacy” as described by Shaun Riordan and public relations (PR) as defined in Excellence theory and other contemporary models of PR to identify commonalties as well as divergences, and discusses how these can inform PR theory and practice.

This analysis shows similarities between these fields of practice, as well as six unique concepts and principles of public diplomacy and “new diplomacy” that inform corporate diplomacy and organisational diplomacy as an alternative paradigm to “public relations”.

Reconceptualising PR as corporate and organisational diplomacy involves much more than a name change. It recasts PR within alternative theoretical frameworks that are significantly different to those of dominant paradigms of PR and informs new and refined approaches to practice.

Adopting the concepts and principles of public diplomacy and “new diplomacy” also would provide a more ethical and societally‐orientated approach to PR.

Most studies comparing public diplomacy and PR have focussed on commonalities with a view to expanding PR's territorial claim or gaining validation of PR. This analysis takes the opposite approach, identifying concepts and principles of public diplomacy and “new diplomacy” that contribute to an alternative paradigm of PR that is more effective, more societally‐orientated, more ethical, and ultimately more publicly accepted.

The distinction between external communication services and internal consulting services plays an important role in most public relations (PR) theories dealing with PR as an organisational function. In these theories, two perspectives are at the centre of discussion: either PR succeeds in changing the environment or the organisation has to adapt to it. This chapter suggests a descriptive approach. It analyses theoretically and empirically the question of how PR manages the difference between external communication and internal consulting. A theoretical framework based on systems theory is presented. Key aspects of the approach have been tested with a quantitative online survey among communication professionals in Germany.

The purpose of this paper is to analyze what the concept of agility means for communication evaluation and measurement and to challenge assumptions of goal-oriented and organization-centric approaches to evaluation and measurement.

This paper is a development debate based on a literature review, regarding agility, evaluation theory, communication evaluation approaches and what agility means for communication measurement.

Agility teaches that what works is more important than what was agreed upon in advance, so it is with more emphasis on needs rather than objectives. Regarding evaluation, the findings show that in today’s communication evaluation theory, evaluation is equated with summative evaluation of smart designed and fixed objectives. In agility, evaluation is always formative, to foster development and improvement within an ongoing activity. Consequently smart objectives are no longer valid as fixed benchmarks and ex ante and ex post evaluations do not exist; instead evaluation is an on-going and forward looking activity during action. Regarding measurement, the basic focus in agility on user needs implies that qualitative methods are more obvious than quantitative. The classic Weberian idea of “Verstehen” is helpful to understand how to focus on needs rather than objectives. This paper finally explores the merits of action research and sense-making methodology as applicable measurements in which “Verstehen” is the basis.

Agility is a very radical concept. The practical and theoretical implications of agile evaluation and measurement mean a total change for practice as well as for communication measurement and evaluation theory building.

The value of this paper is that it is the first to include agility into communication evaluation and measurement and that it, consequently, moves beyond organization-centric concepts of evaluation and measurement by bringing the often overlooked user needs into the game.