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The Measurement and Evaluation of PR Communication

Author

Listed:
  • Jakus Dalibor

    (Public Relations Specialist, Zagreb, Croatia)

Abstract

The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models of measurement and evaluation of PR communication - AVEs, Barcelona Principles and AMEC’s (2015) new Integrated Evaluation framework. The author suggest that measurement and evaluation programs must be part of communication strategy but also it has to have a model, matrix or guideline for analysing and measuring PR effectiveness within an organisation and the targeted audience it is aiming to reach.

Suggested Citation

  • Jakus Dalibor, 2018. "The Measurement and Evaluation of PR Communication," Marketing of Scientific and Research Organizations, Sciendo, vol. 30(4), pages 137-156, December.
    • Handle: RePEc:vrs:mosaro:v:30:y:2018:i:4:p:137-156:n:8
    DOI: 10.14611/minib.30.12.2018.17
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