ERIC Number: ED203368
Record Type: RIE
Publication Date: 1981-Aug
The Diffusion of Evaluation Methods among Public Relations Practitioners.
Dozier, David M.
A study explored the relationships between public relations practitioners' organizational roles and the type of evaluation methods they used on the job. Based on factor analysis of role data obtained from an earlier study, four organizational roles were defined and ranked: communication manager, media relations specialist, communication liaison, and communication technician. Twelve measures of evaluation activities were developed from a conceptual model involving scientific (systematic, quantitative) versus "seat-of-the-pants" (subjective, individualistic) evaluation methodologies. Data were then collected on the organizational roles and evaluation activities of 169 public relations practitioners in San Diego, California. The communication manager, media relations, and communication liaison role scores correlated signficiantly with both scientific and "seat-of-the-pants" evaluation method scores. The communication technician role score, however, correlated with neither the scientific nor the seat-of-the-pants evaluation method scores. The correlation between income and evaluation activities was significant. It was interpreted that the media relations specialists, who were at the middle management rank, used both evaluation methodologies, but tended to confine scientific evaluation methods to dissemination evaluation. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).