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Scholars have studied issues of public relations evaluation and encroachment separately, yet none have previously examined perceptions about evaluation and encroachment together in applied settings. This study features responses obtained during interviews with 21 public relations practitioners working in for-profit companies. These responses contribute to existing literature because they reflect current perceptions of both evaluation and encroachment in real world settings. This study seeks to expand systems theory by addressing systems that de-value communication. It also seeks to broaden excellence theory by explaining how to maintain public relations' independence. Responses revealed that while most practitioners attempt to evaluate their results using either qualitative or quantitative methods (or a combination of both), real obstacles to both approaches remain. Thus a combined approach seems most effective. Presently, most practitioners are not concerned about encroachment and feel that evaluation is only one part of a public relations department's defense against encroachment.
Encroachment, Corporate Public Relations, Evaluation
Date of Defense
January 24, 2005.
A Thesis submitted to the Department of Communication in partial fulfillment of the requirements for the degree of Master of Science.
Includes bibliographical references.
Donnalyn Pompper, Professor Directing Thesis; Jay Rayburn, Committee Member; Felecia Jordan-Jackson, Committee Member.
Florida State University
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