Measurement and Evaluation in Public Relations

Abstract

The importance of measurement and evaluation can never be overemphasized in achieving successful public relations efforts. Evaluation is a systematic and ongoing process that could offer public relations professionals’ insights to improve future practice. D. W Stacks suggested two types of evaluation during the public relations campaign process: formative evaluation and summative evaluation. Summative evaluation at the end of the campaign measures the results of the program and whether the campaign’s objectives are successfully achieved. Qualitative research is widely used in public relations to interpret some of the most complex perspectives. Public relations work should be measured at both the program and organizational levels. Both formative and summative evaluation is necessary during the public relations campaign process. Quantitative research is concerned with generalizing data and relies on numerical measures. The advancement of analytical tools has enabled public relations professionals to demonstrate the value of their work to the organization’s bottom line.