Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation

This research suggests public relations planning and evaluation are becoming more systematic but are still constrained by lack of resources and difficulty.

Abstract

Abstract Public relations planning and evaluation were explored among 32 practitioners and 10 top executives. Practitioners said their goals reflect the priorities of their institution. The CEOs believed public relations' ultimate aim is communicating the image of the organization. Responses showed many practitioners conduct informal evaluation, whereas only a few conduct formal evaluation. This research suggests public relations planning and evaluation are becoming more systematic but are still constrained by lack of resources and difficulty.