The Australian Federal government has well-defined guidelines for undertaking program evaluations. Advertising and Public Relations campaigns support program aims, and are subject to the same guidelines. However, an examination of actual practice in the Australian Federal government, as observed by the Office of Government Information and Advertising in Canberra, suggests that there are significant differences in the extent to which Public Relations campaigns, as opposed to advertising campaigns, are systematically evaluated. Evaluation theory, Public Relations theory, strategic planning theory, and public administration theory provide insights into methods of managing and reporting on communication campaigns designed to forward government objectives. A literature review and an assessment of existing models of Public Relations evaluation were undertaken, and a synthesis of several theoretical and practical approaches led to the construction of a model of Public Relations evaluation which could be applied to Australian government communication campaigns.
|Date of Award||1997|