Challenges in PR evaluation – Video interview with Tom Watson

Professor Tom Watson, Ph.D.

On the subject of current challenges and future developments in communication controlling and the differences in approaches in Europe and the Anglo-American countries, we conducted a video interview with Professor Tom Watson of Bournemouth University (United Kingdom).

In addition to the challenges that come with the measurement and evaluation of new social media tools, Watson sees a wider dissemination of communication controlling in practice general and a move away from advertising value equivalencies (AVEs) in the PR evaluation as key challenges for science and practice.

Watch the full interview in our new YouTube channel “CommControlling”.

About Tom Watson

Tom Watson, Ph.D., is a professor of public relations at the media school of Bournemouth University. His research focuses on professionally-important topics such as measurement and evaluation; reputation management and issues management. Before entering academic life, Watson’s career has covered journalism and public relations in Australia, the UK and internationally. He ran a successful public relations consultancy in Winchester (England) for 18 years and was chairman of the UK ’s Public Relations Consultants Association (PRCA) from 2000 to 2002.