Fairchild, Michael - In: Journal of Communication Management 6 (2002) 4, pp. 305-307
Theory and exhortation about planning, research and evaluation (PRE) in PR still outweighs best practice. The tools … exist to enable PRE to be used as a means of demonstrating PR effectiveness. Yet research continues to demonstrate that PR … prove the effectiveness of PR through PRE, there is a bigger prize: to demonstrate the strategic role that PR can play in …