PR Evaluation: Efficiency Coefficient
DOI:
https://doi.org/10.21638/11701/spbu09.2017.210Abstract
The article analyses the effectiveness of media relations from the client and PR-agency points of view. The authors show the strategic importance of the relevant key performance indicators for the PR- agency activities assessment. The methodology of the informational cause quality preliminary evalu- ation is suggested.
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Библиография:
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Назайкин 2011 — Nazaikin, A. N. Effektivnyi reklamnyi tekst v SMI [Effective Advertising Copy in the Mass Media]. Moscow, Moscow State Univ. Publ., 2011. 480 p. (in Russian)
Стенякина 2005 — Stenyakina, E. Otsenka effektivnosti PR-deiatel’nosti: kriterii i metody [Estimation of PR efficiency: criteria and methods]. In: Laboratoriia reklamy, marketinga i Public Relations: Al’manakh [The laboratory of advertising, marketing and Public Relations: Anthology]. 2005. Available at: http://www.advlab.ru/articles/article363.htm (accessed: 07.11.2016). (in Russian)
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Grunig 1983 — Grunig, J. Basic Research provides knowledge that makes evaluation possible. In: Public Relations Quarterly, 1983, vol. 28, pp. 28–32. (in English)
Grunig, Hunt 1984 — Grunig, J., Hunt, T. Managing Public Relations. New York, Holt, Rinehart & Winston, 1984. 575 p. (in English)
Jeffrey et al. — Jeffrey, A., Jeffries-Fox, B., Rawlins, B. L. A New Paradigm for Media Analysis: Weighted Media Cost: An Addendum to: “Advertising Value Equivalency (AVE)” by Bruce Jeffries-Fox In: Institute for Public Relations, pp. 1–24. E-Pub Date: 05.03.2011. Available: http://www.instituteforpr.org/wp-content/uploads/A_New_Paradigm_Jeffries. (accessed: 07.11.2016). (in English)
Lindenmann 1990 — Lindenmann, W. K. Research, Evaluation and Measurement: A National Perspective.
In: Public Relations Review, 1990, vol. 16, pp. 3–24. (in English)Macnamara 1996 — Macnamara, J. Measuring Public Relations & Public Affairs: conference speech. Sydney, 1996. 17 p. (in English)
Parsons et al. 2013 — Parsons, J., Gokey, C., Thornton, M. Indicators of Inputs, Activities, Outputs, Outcomes and Impacts in Security and Justice Programming. In: GOV.UK, p. 5. E-Pub Date: 15.10.2013. Available https://www.gov.uk/government/uploads/system/uploads/attachment_data/fil. (accessed: 07.11.2016). (in English)
Slutskiy et al. 2014 — Slutskiy P., Ordeix E., Rom J. A. Client’s Expectations Management and Satisfaction Assurance in Media Relations Services. In: Quarterly Review of Business Disciplines, 2014, vol. 1, Iss. 4, pp. 287–304. (in English)
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