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Metrics, Measurement and Impacts in Public Relations: Ethical Issues in a Changing Context

In: BEYOND THE DARK ARTS Advancing Marketing and Communication Theory and Practice

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  • Anne Gregory

Abstract

Evaluation in public relations has typically followed programme logic models which are organisation centric and focused on achieving organisational objectives. This raises numerous ethical issues about the focus of public relations work, how stakeholders are regarded, the process of communication and the measures of success. In the contemporary context, such an approach is open to even more ethical challenge, especially with the rise of new organisational accountabilities and the ubiquity of online communication. This chapter outlines the ethical issues associated with prevalent evaluation models and advocates for a new approach which places context and stakeholders at the centre of evaluation practices.

Suggested Citation

  • Anne Gregory, 2023. "Metrics, Measurement and Impacts in Public Relations: Ethical Issues in a Changing Context," World Scientific Book Chapters, in: Linda Brennan & Lukas Parker & Divya Garg & Krzysztof Kubacki & Michaela Jackson & Ella Chorazy (ed.), BEYOND THE DARK ARTS Advancing Marketing and Communication Theory and Practice, chapter 4, pages 55-77, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811276064_0004
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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