A Review of New Evaluation Models for Strategic Communication: Progress and Gaps

After identification of “stasis” in evaluation of strategic communication including public relations and corporate communication despite intensive focus for more than 40 years, recent initiatives in measurement and evaluation on three continents highlight a number of important advances in theory and practice. Although studies have identified a lack of standards and a narrow focus on “activities” and “outputs” in traditional evaluation models and literature, a two-year international study, which examined a number of recently developed evaluation frameworks and models and accompanying implementation guidelines, identifies several new concepts and dimensions in evaluation, along with some remaining gaps for further research. Based on content analysis of evaluation literature, interviews, and ethnography, this article reports four key findings of recent research and explains how these can contribute to theory-building and practice to transform the planning, implementation, and evaluation of public relations and corporate, government, organizational and marketing communication.