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.
| Identifer | oai:union.ndltd.org:ADTP/218831 |
| Date | January 1996 |
| Creators | Charlton, Andrea, n/a |
| Publisher | University of Canberra. Communication, Media & Tourism |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | ), Copyright Andrea Charlton |
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