ERIC Number: ED258259
Record Type: RIE
Publication Date: 1985-Aug
Reference Count: 0
The Tip of the Iceberg: Bibliographic Essay on Measurement and Evaluation in Public Relations, 1974-1984.
Cline, Carolyn Garrett
A bibliographic research project was conducted to identify the major articles published from 1974 to 1984 on measurement and evaluation in public relations, business, and organizational communication. The major findings of the project were as follows: (1) Some kind of evaluation and measurement is needed; (2) There is no concensus about the type of methodology that might be most effective; (3) Most research consisted of either feedback considered as evaluation, surveys to see what research is being done, limited attitude or opinion surveys, one-shot experimental studies, readership and readability formulae, or a program evaluation that counted column inches or television time; and (4) There is a pervasive desire to reinvent the wheel. Methods for the instructor to use in overcoming some of the limitations imposed by the restricted standing of measurement and evaluation include seeking out agencies and competitive corporations using high-level, quality research, and being aware of evaluation methodologies used in collateral disciplines, with consideration of a centralized method for distributing bibliographies of such disciplines. (EL)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (68th, Memphis, TN, August 3-6, 1985).