Jim Macnamara - Evaluating public communication - exploring new models, standards, and best.

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Evaluating Public Communication

Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches.

Chapters feature:

• a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries;
• recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards;
• an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication;
• evaluation of public communication campaigns and projects in 12 contempo rary case studies.

Evaluating Public Communication provides clear guidance on theory and practice for stu- dents, researchers and professionals in PR, advertising and all fields of communication.

Jim Macnamara is Professor of Public Communication at the University of Technology Sydney (UTS). Previously CEO of a leading research company specializing in evaluation of communication, he is the author of 16 books on media and communication, including, most recently, Organizational Listening: The Missing Essential in Public Communication (2016).

First published 2018
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

and by Routledge
711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

2018 Jim Macnamara

The right of Jim Macnamara to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data
Names: Macnamara, Jim author.

Title: Evaluating public communication : exploring new models, standards,
and best practice / Jim Macnamara.

Description: London ; New York : Routledge, 2017.

Identifiers: LCCN 2017007988|

ISBN 9781138228573 (hardback : alk. paper) |

ISBN 9781138228580 (pbk. : alk. paper) | ISBN 9781315391984
Subjects: LCSH: Communication--Social aspects.

Classification: LCC HM258 .M153 2017 | DDC 302.2--dc23
LC record available at https://lccn.loc.gov/2017007988

ISBN: 9781138228573 (hbk)

ISBN: 9781138228580 (pbk)

ISBN: 9781315391984 (ebk)

Typeset in Bembo
by Sunrise Setting Ltd, Brixham, UK

Contents

1. i

Guide

The field of evaluation has evolved over more than half a century, with contributions made by many scholars, professional organizations and leading practitioners in a number of disciplines and fields. In researching and writing about this subject, it is inevitable and necessary that I have drawn on the work of many people. Throughout this text, I have endeavoured to recognize the contribution of others through citations and referencing, and to explain various perspectives in a manner that does them justice.

I particularly thank the organizations and agencies that agreed to have their evaluation activities reported as case studies in , and also the leaders in the field of public communication evaluation who agreed to be interviewed and comment, including: Walter Lindenmann; Michael Fairchild; Emeritus Professor Tom Watson; Fraser Likely; Professor Anne Gregory; Dr Glenn ONeil; Barry Leggetter; Richard Bagnall; Paul Njoku, formerly of the UK Cabinet Office; and Neil Coffey, head of evaluation in the UK Department of Health.

I also acknowledge and thank the organizations and groups that assisted the research for this book, especially: the International Association for Measurement and Evaluation of Communication (AMEC) and the Institute of Practitioners in Advertising (IPA), headquartered in the UK; the Task Force on Standardization of Communication Planning and Evaluation Models in the US; the US Institute for Public Relations (IPR) and its Measurement Commission; the Evaluation Council of the UK Government Communication Service (GCS); the University of Technology Sydney (UTS); and The London School of Economics and Political Science where I worked as a visiting professor while researching this book.

In addition to all those cited and quoted, I thank Routledge especially Niall Kennedy, editor, Media and Cultural Studies, and Kitty Imbert, editorial assistant, who supported this project from the outset and offered valuable advice throughout.

And, as always, I owe much to my colleague, intellectual partner and wife, Dr Gail Kenning.

Jim Macnamara PhD, FAMEC, FAMI, CPM, FPRIA

On a number of occasions over the years, colleagues and delegates at industry and academic conferences have referred to my book on evaluation of communication, which has been intriguing. Until now, I have had to explain that I have not published a book on evaluation.

I have worked in the field of communication evaluation, conducted research into this field of practice and written so much about evaluation of public communication, such as media publicity, public relations (PR), advertising, social media, election campaigns, health communication programmes and other types of public communication, over the course of four decades that many assume I must have written a book on the topic.

Why write one now? Well, there are a number of reasons that explain this book, and which inform the approach and features of this study of evaluation of public communication.

First, as noted above, I have written many research reports and articles in professional and academic journals, and I have presented papers on evaluation at more conferences than I can recall. Therefore, I have accumulated a substantial body of literature and research findings.

Second, I have engaged in, thought a lot about and struggled with evaluation of public communication campaigns and projects as a public communication practitioner, as a professional researcher and as an academic. These three vantage points afford an empathy for the challenges and complexities faced, as well as the opportunities available. They combine the practical and the theoretical. Communication scholar Barbie Zelizer issued a timely caution in a recent special issue of Communication Theory that examined 25 years of theory-building, saying:

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