Archive for public relations

PR evaluation is a black art, but online it’s a science!

As a group over the past few weeks we have been looking in detail at PR evaluation as a black art in the offline environment and it as a science in the online one.

I am starting this thread on my blog because we feel as a group that everyone can have their opinion on these two areas of evaluation. We would like to get a debate going and hopefully  gain some insight as to what you feel they are.

I personally feel that through doing this topic for our presentation tomorrow, that PR evaluation as a black art to me is defined as a piece of evaluation where the result’s are hard to gain a conclusion from. The term black art in relation to PR evaluation could be misinturpreted by people to mean propaganda but we have found through looking at extensive literature on the subjec that it is deffinatly not this. Instead i think it can been seen as a method of evaluation that has become more and more old fashioned in today’s fast pased and online media environment. There are many problems with it in my opinion though these will be/have been discussed in the presentation we give tomorrow. When it comes to looking at the online environment we are about to see a method of PR evaluation that is very different to the old/offline environment that many texts and journals have been written on. In this more scientific approach to  PR evaluation, we see a method that has meant the data that has been researched is much easier to collect and analyse. It is a much more logical approach and is not as creative and emotional as the term Art would have us see the old PR as being. It is a more pratical process that make’s the result more easy to understand than the unpredictable artistic result.

Though this is only my opinion about the topic and my group members have their own personal ideas about it.

Here is a diagram just to give you an idea about the topic : –

jinnjang

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