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This paper considers the implications of mass communications theory on public relations (PR) evaluation and briefly reviews mass communication effects, persuasion, and cognition, attitude and behaviour change theories. The implications for evaluation are then examined. Reliance on domino models is shown to be too simplistic. It is suggested that claims of PR behavioural effects may be unrealistic and it is argued that more moderate and/or alternative goals are needed if preordained failure is to be avoided. Evaluation results must be interpreted cautiously so that further significance that is not supported by theory is not assumed. This paper shows how the concept of PR evaluation could be widened to include formative evaluation and broad environmental monitoring, which are especially important in identifying and understanding why and how communication works, what its effects are, what factors restrict or facilitate effectiveness and under what conditions success can be maximised.

Aims to review the literature on evaluation and to examine research, theory and practice in relation to two key questions: What is evaluation and What is its contribution? Evaluation is increasingly a contemporary concern owing to growing demand for verification of programme results and the current political and economic climate. With the growth in evaluation activity in diverse fields, especially within new domains, those involved in health‐care delivery can benefit from an overview of the universal fundamentals of research and theory that translate into improved practice. To evaluate effectively, there is a need for a full understanding of evaluation’s nature, purposes and concepts. Identifies and reviews the key sub‐domains of evaluation, namely: definitions; theoretical underpinning; formulation of goals and objectives; specification of the programme; and cost‐benefit analysis.