<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models of measurement and evaluation of PR communication - AVEs, Barcelona Principles and AMEC’s (2015) new Integrated Evaluation framework. The author suggest that measurement and evaluation programs must be part of communication strategy but also it has to have a model, matrix or guideline for analysing and measuring PR effectiveness within an organisation and the targeted audience it is aiming to reach.</p></abstract>

The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models of measurement and evaluation of PR communication - AVEs, Barcelona Principles and AMEC’s (2015) new Integrated Evaluation framework. The author suggest that measurement and evaluation programs must be part of communication strategy but also it has to have a model, matrix or guideline for analysing and measuring PR effectiveness within an organisation and the targeted audience it is aiming to reach.

The Measurement and Evaluation of PR Communication

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The Measurement and Evaluation of PR Communication"}

The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an...

The Measurement and Evaluation of PR Communication

Data publikacji: 06 kwi 2019

Zakres stron: 137 - 156

DOI: https://doi.org/10.14611/minib.30.12.2018.17

Słowa kluczowe
measurement, evaluation, public relations, PR communications, Barcelona Principles, AVEs, AMEC’s integrated evaluation framework

© 2018 Dalibor Jakus, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Measurement and Evaluation of PR Communication

Data publikacji: 06 kwi 2019

Zakres stron: 137 - 156

DOI: https://doi.org/10.14611/minib.30.12.2018.17

Słowa kluczowemeasurement, evaluation, public relations, PR communications, Barcelona Principles, AVEs, AMEC’s integrated evaluation framework

© 2018 Dalibor Jakus, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
measurement, evaluation, public relations, PR communications, Barcelona Principles, AVEs, AMEC’s integrated evaluation framework