ERIC Number: ED276075
Record Type: RIE
Publication Date: 1986-May
Reference Count: 0
How Public Relations Practitioners Measure Success: A Critical Analysis of Silver Anvil Winners.
Bissland, James H.
A study examined the evaluation methods used in 58 top public relation projects, specifically the Silver Anvil winners of 1984 and 1985, to discover how well public relations practitioners are measuring and reporting success. Results indicated that measures of communication effect were most likely to be employed by Silver Anvil winners, measures of communication output were next most likely, and measures of organizational goal achievement were least likely. However, the typical Silver Anvil winner employed several methods of evaluation. When the criteria for confirming cause and effect are applied to the 40 cases in which inferred organizational goal achievement was cited, only 13 of the 58 Silver Anvil winners can claim that their public relations efforts may have had an effect on organizational goal achievement. Though public relations practitioners are aware of evaluative research, they cannot yet convincingly demonstrate how much credit they deserve for their evaluative results. (SRT)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (36th, Chicago, IL, May 22-26, 1986).