The Asia-Pacific Communication Monitor (APCM), the first comprehensive study of public relations 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.
This article published today by Jim Macnamara and Ansgar Zerfass 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. Download the full article (a limited number of free e-prints is available)