Search results

This paper considers the implications of mass communications theory on public relations (PR) evaluation and briefly reviews mass communication effects, persuasion, and cognition, attitude and behaviour change theories. The implications for evaluation are then examined. Reliance on domino models is shown to be too simplistic. It is suggested that claims of PR behavioural effects may be unrealistic and it is argued that more moderate and/or alternative goals are needed if preordained failure is to be avoided. Evaluation results must be interpreted cautiously so that further significance that is not supported by theory is not assumed. This paper shows how the concept of PR evaluation could be widened to include formative evaluation and broad environmental monitoring, which are especially important in identifying and understanding why and how communication works, what its effects are, what factors restrict or facilitate effectiveness and under what conditions success can be maximised.

This paper aims to explore the evaluation theory in a field closely related to corporate communication and public relations (PR) as well as in other disciplines and argues that embracing the evaluation theory more broadly can break the “stasis” and “deadlock” identified in evaluation of corporate communication and PR. Specifically, this analysis seeks to show that a transdisciplinary approach can contribute to standards and demonstration of impact – two long-sought goals in evaluation of corporate communication and PR – as well as inform methodology.

Critical analysis is applied to review the evaluation theory in a number of fields, including international development, public administration, management and health communication, compared with major frameworks, models and methods used for evaluation of corporate communication and PR.

This analysis shows that the evaluation theory in other fields and related theory of change, program theory and program logic models can contribute to advancing evaluation of corporate communication and PR in three ways: identifying standards in terminology and approaches, shifting focus from activities and outputs to outcomes and impact and applying appropriate and rigorous methodology.

While this paper does not present new empirical data, it expands the theoretical perspectives, models and methods applied to the evaluation of corporate communication and PR and identifies new directions for research.

As well as expanding the evaluation theory and opening up new ground for research, this analysis identifies a need for structural change in the field of practice.

This paper shows how new technologies open up significant research and development opportunities for the PR industry. It reviews public relations evaluation methodologies that can progress from evaluating media coverage of small numbers of “messages” to the development of systems for analysis of both objective and subjective texts. Applications include internal, external, research and media content. The paper looks to the next generation of analysis using International Standards Organisation (SGML) and web‐based technologies such as NewsML and XTM (both XML derivatives) in the processes of content and analysis, particularly as it can be applied to themes and topic analysis. The paper makes public for the first time the concept of corporate superthemes.

This paper identifies key forces influencing the degree of managerial public relations (MPR), i.e. the practice of public relations (PR) as a strategic tool.

Using survey data of nearly 300 PR consultants from English firms, the authors propose a conceptual framework of MPR and test it through structural equation modeling (SEM).

Findings reveal that research expenditure and importance given to qualifications are key antecedents of MPR. Surprisingly, while the direct effect of the perceived quality of PR graduates on the practice of MPR is non‐significant, the indirect effect through research expenditure is highly significant and negative.

Future research is encouraged to identify key drivers of MPR by investigating clients' perceptions on this topic. Such an approach would bring interesting guidelines for improving the agency‐client relationship as well as consultancies' performance. Research is also encouraged to investigate not only MPR antecedents, but also MPR outcomes.

From a practitioner perspective, a better comprehension of MPR might promote the understanding of PR as a strategic tool, the understanding of the client's problem from a strategic standpoint, the inclusion of research and evaluation in the PR process, and incursion in long‐term policies.

Following the principle of strategy‐environment co‐alignment, this paper shows that the practice of PR is a result of a strategic response by consultants to the interplay of internal and external forces over their consultancy firm.

Public relations is variously defined: those within the PR sector tend to view their activities as having strategic and corporate impact, while many marketers classify PR as little more than a tactical ingredient of the promotional mix. This contrast is important, given marketers are heavy users of PR activity. This confusion has hindered the development of the PR profession and added to the blurring of exactly what constitutes PR. Contributes to this discussion by identifying the core constituents of public relations and the underlying driving forces. Through a holistic approach, examines “PR‐ness” at three different levels. Survey data were gathered from public relations consultancies in the UK. Exploratory factor analysis and confirmatory factor analysis were used to examine the responses of 297 public relations consultancies in England. As a result, the many driving forces within the PR domain have been identified and grouped into nine measurement scales of “PR‐ness”. These findings provide PR practitioners with a set of issues to address in order to progress the perceived professionalism of their activities and they offer a framework for assessing subsequent progress in this respect.

The aim of this study is to investigate the nature and extent of public relations activities in academic libraries in Gulf Cooperation Council (GCC) countries. The focus is on understanding how academic libraries conduct and provide their public relations products and services.

The study reported here used the survey method, done in two phases. The first phase consisted of a questionnaire survey and the second phase was a focus group discussion based on the results of the survey.

Although all libraries indicated that public relations are important, a clear majority (72.2 percent) does not have a public relations unit or division, they have a very small number of staff involved in public relations work, and half of the responding libraries (50 percent) do not have full‐time staff for public relations. Library web site, traditional mail, displays and bulletin boards and library guides/brochures are major channels of communication. The study also reported on the main problems that prevent academic libraries from performing effective PR activities.

The results have implications for the planning and development of public relations programs and activities in academic libraries in GCC countries. It also indicates existing obstacles, suggestion and recommendations for further development.

This study reports the results of one of the few studies of public relations in academic libraries in developing countries. It increases the understanding and awareness of what public relations encompasses and how it can be utilized. It also advocates that the social media should be used in promoting library resources and services.

Theory and exhortation about planning, research and evaluation (PRE) in PR still outweighs best practice. The tools exist to enable PRE to be used as a means of demonstrating PR effectiveness. Yet research continues to demonstrate that PR is either not validated or the methodologies used are considered suspect. Behind the lack of PRE usage are weaknesses in PR training and reluctance to do the obvious, such as tap into existing sources of research. While it is important to prove the effectiveness of PR through PRE, there is a bigger prize: to demonstrate the strategic role that PR can play in organisations and to raise the standing of PR. With growing recessionary pressure and the threat of competition from other service providers such as management consultants, the PR profession should seize on PRE as a means of putting PR on to a higher plane.

Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, the purpose of this paper is to explore the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice.

This paper is informed by critical analysis of the large body of literature on M & E, analysis of M & E reports, and ethnographic research among senior management.

This analysis reveals that, along with long-cited barriers such as lack of budget, lack of knowledge and lack of standards, three other obstacles prevent demonstration of the value of PR and corporate communication. Based on critical analysis of literature and M & E reports and ethnography, this paper presents a new approach and model for M & E to help practitioners overcome these obstacles.

This analysis and the approach and model presented address an area of concern identified in research globally, such as a 2008 Delphi study by Watson and the European Communication Monitor in 2011 and 2012. The findings provide theoretical and practical contributions to address the deadlock between normative theories of M & E and practical implementation.

The approach and M & E model presented make a significant original contribution to theory and practice.

The public relations industry is aware of the need for research and evaluation. It has not kept up with the relevant research and technologies which can provide a wide range of powerful R&E solutions. A number of other disciplines are becoming expert at evaluating PR. The history of development of R&E solutions for the PR industry is one of excellent opportunities largely misunderstood and little used even by a number of evaluation vendors. Reviews some current practices and offers the application of new technologies to aid the development of effective corporate communication. The proposed technology can be drawn from content and semantic analysis research and search engine development, neural networks and data‐mining software. This combines to offer powerful and effective planning research and evaluation solutions in a period of transition from print to Internet public relations practice.