Public Relations Evaluation Research Articles

China’s agenda building and image polishing in the US: assessing an international public relations campaign

A content analysis with an interrupted time-series design assessed the impact of an international public relations campaign launched by the Chinese government in the United States. The extent and nature of coverage of China in major US newspapers, particularly the New York Times, during and after the campaign suggest that the press appeared to have been affected by the campaign. This study explored a rarely tapped domain of public relations research, international public relations by state governments, and added to the literature of effectiveness evaluation of public relations and its methods.

Fee setting in public relations consultancies: A study of consultancy and client views of current practice in the UK

Debate on evaluation of public relations has moved on to questions of value. How can value be placed on public relations services, and – practically – how can realistic fee levels be established for these services? These questions led to the study by the UK’s Public Relations Consultants Association reported in this paper. The study, of consultancy fee‐setting practices, and of client understanding of these practices, found that – in the UK – fee setting is imprecise. Fees are set according to a variety of rules. Rules may be set aside to win the opportunity to provide service, and overservicing – providing more service than budgeted for – is widespread. The study makes recommendations for introducing more order into fee setting, and suggests approaches to answering questions about the value of public relations services.

Super‐themes for PR evaluation

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.

Measuring the Economic Value of Public Relations

This study established a 2-step model to measure the economic value of public relations by testing 2 relationships: the impact of public relations expense on reputation as a goal of public relations and the economic impact of reputation on companies' bottom lines. The proposed model illustrated an appropriate fitting, and coefficients were statistically significant. All 3 hypotheses were supported. The proposed 2-stage model for measuring the economic impact of public relations activities was supported by integrating the results of the hypothesis tests. The model containing a latent public relations expense illustrates a new empirical method for public relations evaluation.

Towards an inclusive evaluation methodology

Public relations evaluation is a complex issue because of the hierarchy of effects of public relations activity and the involvement of third parties such as the press and broadcast media. Evaluation can be either summative or formative, although the two are frequently confused. This article establishes principles of evaluation that can form a foundation for a more sophisticated “toolkit” approach.

Better public relations evaluation and possible impacts on not‐for‐profits

International Journal of Nonprofit and Voluntary Sector MarketingVolume 3, Issue 2 p. 102-104 Editorial Better public relations evaluation and possible impacts on not-for-profits Fiona Baird, Fiona Baird Editorial BoardSearch for more papers by this author Fiona Baird, Fiona Baird Editorial BoardSearch for more papers by this author First published: 17 February 2011 https://doi.org/10.1002/nvsm.6090030202AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat Volume3, Issue2May 1998Pages 102-104 RelatedInformation

Constructing a Theoretical Framework for Evaluating Public Relations Programs and Activities

The growing demand for accountability in organizations places public relations units under pressure to justify their functions. The lack of a solid theoretical framework in the academic literature on evaluation of public relations makes it difficult for practitioners to respond to these demands. This deficit in the literature has resulted, in large part, from the lack of agreement on “what is to be measured” and “who is to do the measuring.” This chapter argues that evaluation of public relations activities is a shared responsibility—the domain of program evaluation groups, communication managers, line managers, and internal audit units (where such units exist). CEOs and other top executives engage in management reviews that assess the relevance of public relations functions. Several groups become involved in evaluating role performance (outcomes, processes, efficiency of operations, impact, and outputs). Program evaluation units have the objectivity and expertise to evaluate outcomes. They also have the resources and broader experience with the organization to measure processes. Internal audit groups are well equipped to assess efficiency of operations. The communication manager, working in cooperation with line managers, has the requisite knowledge in public relations to evaluate outputs and impacts of specific products and activities. However, program evaluation teams join with communicators in assessing the impacts of large-scale campaigns, which require greater investment of human and financial resources. Social critics, academics, and practitioners become engaged in evaluating the ethics of public relations practices. The importance of evaluating ethical practices means that organizations should not scale down their evaluation of processes or outputs, even if they choose to put greater emphasis on outcomes and impact.