Public relations measurement finally coming of age: A US perspective
John D. Bergen
(Council of Public Relations Firms, 11 Penn Plaza, Fifth Floor, New York NY 10001, USA)
630
Abstract
This opinion piece reviews the forces driving the growth of public relations measurement between the mid‐1980s and the present day. Looking to the future, it discusses the increasing importance of reputation as a key intangible corporate asset and discusses the emerging efforts to measure reputation and the effectiveness of public relations in building reputation.
Keywords
Citation
Bergen, J.D. (2000), "Public relations measurement finally coming of age: A US perspective", Journal of Communication Management, Vol. 4 No. 4, pp. 321-327. https://doi.org/10.1108/eb023529
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited