Abstract
D.Litt. et Phil. (Communication Studies)
Public relations as the active outwards and inwards communication process in the functioning of the
organisation is seldom evaluated. In most cases, evaluation is limited to the measurement of media and message
exposures. Although the importance of evaluation is emphasized by various researchers, limited research has
been done on the evaluation process, a lack of systems methodology exists and no theoretical model has been
developed or proposed to date.
These problems led to the central aims of this study: to identify systems methodology for the evaluation process;
and to develop an integrated communication evaluation model to redefine existing evaluation methods and
techniques. Two methods were followed to address these aims. First an extensive theoretical study wasdone in
terms of the systems theory to identify the systems methodology on which the evaluation process is based.
Secondly, the concepts, methods and techniques for evaluation were identified and integrated into a theoretical
framework for the evaluation process.
A further purpose of this study was to explore evaluation to determine the role it fulfils in the functioning of the
organisation, the communication process and the public relations process. Furthermore, an overview of
developments in evaluation research is given. The aim was to draw from these findings to formulate directives
for the development of an integrated communication evaluation model. To achieve this purpose, the concept
evaluation was conceptualised and the main streams of thought were highlighted in terms of an integrated
communication approach to evaluation. An integrated communication approach to evaluation suggests that
public relations should not be evaluated in isolation, but that it should be integrated with other communication
processes. The emphasis of an integrated communication process to evaluation is on information, a
consumer/employee orientation, the use of both qualitative and quantitative evaluation in terms of three methods
(attitude and behavior changes, effect studies and content analysis), and four new criteria for evaluation (the
four C's: consumer/employee perceptions, communication of service/product qualities, cost to the
consumer/employee and convenience).