PR/communications spendingThe USC Annenberg’s Generally Accepted Practices (GAP) for Public Relations study found that compared to 2009, total spending on evaluation in PR/communication budgets jumped from 4% to 9% in 2012 – even when some 80% of practitioners reported overall PR/communication budgets flat or decreasing.
This summer, at the annual International History of Public Relations Conference at Bournemouth University, UK, Professor Tom Watson delivered an interesting presentation on the evolution of evaluaiton in PR- Public Relations eratic path to the measurement of effectiveness. As an expert on the history of PR himself, with over 20 years of experience in the field, Professor Watson outlined the role of evaluation and measurement in pr and how it has evolved in the past 200 years.
Some points that are raised in the presentation include the evolution of PR measurement and evaluation as an eradic progress. Development evaluation as a surrogate history of PR. He looks at it in the form of a timeline narrative, starting in the late 18th and early 19th centuries and ending with todays current PR practices.
Have a look at the speech below: