Embracing evaluation theory to overcome “stasis”

Purpose: This paper aims to explore the evaluation theory in a field closely related to corporate communication and public relations (PR) as well as in other disciplines and argues that embracing the evaluation theory more broadly can break the “stasis” and “deadlock” identified in evaluation of corporate communication and PR. Specifically, this analysis seeks to show that a transdisciplinary approach can contribute to standards and demonstration of impact – two long-sought goals in evaluation of corporate communication and PR – as well as inform methodology. Design/methodology/approach: Critical analysis is applied to review the evaluation theory in a number of fields, including international development, public administration, management and health communication, compared with major frameworks, models and methods used for evaluation of corporate communication and PR. Findings: This analysis shows that the evaluation theory in other fields and related theory of change, program theory and program logic models can contribute to advancing evaluation of corporate communication and PR in three ways: identifying standards in terminology and approaches, shifting focus from activities and outputs to outcomes and impact and applying appropriate and rigorous methodology. Research limitations/implications: While this paper does not present new empirical data, it expands the theoretical perspectives, models and methods applied to the evaluation of corporate communication and PR and identifies new directions for research. Originality: As well as expanding the evaluation theory and opening up new ground for research, this analysis identifies a need for structural change in the field of practice.