Evaluation

It's often said that lack of meaningful measurement is a weakness of public relations. To solve this problem, don't start with evaluation. Start with an understanding of the planning cycle that will lead to more effective evaluation.

The role may look easy to outsiders, but communicating effectively is hard. This paradox may explain the key findings from PR Academy's report into public relations education.

Eight years on from the Barcelona Principles, there's still work to do to get the evaluation messsage out there.