A cultural-economic examination of public relations measurement in the 1920s and its implications for contemporary practice

Abstract

PurposeWhat gets measured gets done” goes the cliché. Therefore, it is imperative for corporate communicators to understand the measurement of persuasive communication, starting with its antecedents. This paper will highlight the link between audience awareness/behavior and persuasive communication through an examination of how 1920s practitioners studied the effect their communications materials (specifically film and print brochures) had on key audiences.Design/methodology/approachThe author used the cultural-economic model (CEM) of public relations (PR) as a framework to examine the various socio-cultural organizational factors that affected the production and the consumption of communication materials and messages.FindingsThe intent and techniques of PR measurement have not changed much in 100 years. A contemporary practitioner might conduct a study of communications materials in a similar manner as the 1920s social hygienists, and this study adds the concept of human agency to the discussion of PR measurement. This is not to engage in historical presentism and judge past practitioners on current standards. Instead, it is a call for contemporary practitioners to take a deeper look at the moment of consumption and all the variables that go into meaning making.Originality/valueMost of the field's historical case studies focus on the production of communication messages and materials, while this paper examines those facets as well as audience consumption. Implications for contemporary practitioners are discussed.