"The first edition of this book broke new ground in reporting research that showed organizations central to contemporary society including government departments and agencies, corporations, and many NGOs and non-profit organizations listen poorly to their stakeholders and sometimes not at all....

Research is recognised as an essential part of planning and evaluation in most areas of marketing and corporate communication, including advertising, direct marketing and, increasingly, public relations and corporate communication disciplines such as employee communication and community...

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...