Metrics, Measurement and Impacts in Public Relations: Ethical Issues in a Changing Context

Anne Gregory

Chapter 4 in Beyond the Dark Arts:Advancing Marketing and Communication Theory and Practice, 2023, pp 55-77 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Evaluation in public relations has typically followed programme logic models which are organisation centric and focused on achieving organisational objectives. This raises numerous ethical issues about the focus of public relations work, how stakeholders are regarded, the process of communication and the measures of success. In the contemporary context, such an approach is open to even more ethical challenge, especially with the rise of new organisational accountabilities and the ubiquity of online communication. This chapter outlines the ethical issues associated with prevalent evaluation models and advocates for a new approach which places context and stakeholders at the centre of evaluation practices.

Keywords: Advertising; Behaviour Change; Communication; Data-driven Advertising; Data-Driven Marketing; Digital Advertising; Digital Marketing; Digital Media Studies; Macromarketing; Marketing; Marketing Communications; Social Change; Social Impact; Social Marketing; Social Media; Social Media Marketing; Social Responsibility; Socially-Responsible Communication; Socially-Responsible Marketing; Sustainability; Sustainable Development Goals; SDG; Social Advertising; AI; Artificial Intelligence; Behavioural Ecological Model; Big Data; Communication Ethics; Communication Studies; Consumer Data; Corporate Social Responsibility; Culture; Design Thinking; Diversity; Emerging Technologies; Ethical Behaviour; Ethical Marketing; Ethics; Health; Health Communication; Inclusion; Machine Learning; Media Studies; Public Health; Public Policy; Supply Chains; Social Media Influencer; Influencer; Socially Responsible; Advocacy; Brand Activism; Business Ethics; Circular Fashion; Conspiracy Theories; Context; Coronavirus; COVID-19; Crisis Communication; Critical Communication; Critical Marketing; Dark Side; Emerging Adults; Esports; Ethical Fashion; Fake News; Fast Fashion; Gamers; Evaluation; Gaming; Honesty; Inequality; Legal and Regulatory Frameworks; Modern Slavery; Morals; Multidisciplinary; Natural Language Processing; Nutrition; Objectives; Norms; Paradigms; Philosophies; Racism; Retailers; Slow Fashion; Strategic Communication; Sustainable Fashion; Stakeholders; Technological Solutionism; Transparency; Upstream Social Marketing; Vulnerability; Young Adults (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2023
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