Outputs or Outcomes? Assessing Public Relations Evaluation Practices In Award-Winning PR Campaigns
This study advances a framework of concepts based on the Barcelona Principles (AMEC, 2010) to assess the extent public relations practitioners, in award-winning campaigns, place greater emphasis on outcomes than outputs in evaluations of their campaigns, as the Barcelona Principles advocate. The...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Insitute for Public Relations
2017-06-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/Outputs-Outcomes-Silver-Anvil-1.pdf |
| Summary: | This study advances a framework of concepts based on the Barcelona Principles (AMEC, 2010)
to assess the extent public relations practitioners, in award-winning campaigns, place greater
emphasis on outcomes than outputs in evaluations of their campaigns, as the Barcelona
Principles advocate. The study employs content analysis of the evaluation sections of campaigns
recognized for excellence by the Public Relations Society of America Silver Anvil awards from
2010, when the Barcelona Principles were adopted, to 2014. The findings show mixed results.
Many cases do measure outcomes, yet the most predominant evaluation described is outputs,
which are nearly universally present in campaigns. Awards in certain categories of PR practices
are more likely to measure outputs only, with no measurable outcomes. Advertising Value
Equivalencies (AVEs), though measured only in a small percent of cases, are still making their
way into some evaluation sections. The findings, and recommendations based on the results,
provide direction for professional and pedagogical approaches to PR measurement and
evaluation. |
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| ISSN: | 1942-4604 1942-4604 |