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Evaluation stasis continues in PR and corporate communication: Asia Pacific insights into causes.

Zerfass, Ansgar; Macnamara, Jim
Journal article, Peer reviewed
Accepted version
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URI
http://hdl.handle.net/11250/2483732
Date
2017
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  • Publikasjoner fra CRIStin - BI [630]
  • Scientific articles [1334]
Original version
Communication Research and Practice. 2017, 3 (4), 319-334.   https://doi.org/10.1080/22041451.2017.1275258
Abstract
The first comprehensive study of public relations (PR) and corporate communication practices across Asia-Pacific countries has found that, despite being an area of rapid growth, evaluation remains limited, is often not based on reliable research methods, and is focussed on outputs rather than the outcomes of communication. This reflects a worldwide stasis in evaluation of PR that has been identified as problematic by a number of authors. The Asia-Pacific Communication Monitor, a survey-based study conducted by a collaboration of 16 universities across 23 Asia-Pacific countries in 2015, also explored practitioners’ skills, and found a significant lag that could account for this stasis. This article reports key findings of this study that contribute insights to address the lack of measurement and evaluation in the growing field of PR that remains a major concern in the academy and industry.
Description
The accepted and peer reviewed manuscript to the article
Publisher
Taylor & Francis
Journal
Communication Research and Practice

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