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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)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 April 2000

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

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MCB UP Ltd

Copyright © 2000, MCB UP Limited