Taxonomy of Evaluation

"A wide range of models of PR and communication evaluation exist using a wide range of terms including inputs, outputs, outtakes, outflows, outgrowths, effects, results, and impact. An even wider range of metrics and methods for evaluation are proposed for each stage. The field is confusing for many practitioners.

This page presents a taxonomy of evaluation tailored to strategic public communication – a taxonomy being a mapping of a field to produce a categorisation of concepts and terms – in short, to show where things go and where they fit in relation to each other. This taxonomy identifies:

1) The major stages of communication (such as inputs, outputs, etc.); 2) The key steps involved in each stage (such as distribution of information, reception by audiences, etc.); 3) Examples of metrics and milestones that can be generated or identified as part of evaluation at each stage; and 4) The most commonly used methods for generating these metrics and milestones."