Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation

Linda Childers Hon

128 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Public relations planning and evaluation were explored among 32 practitioners and 10 top executives. Practitioners said their goals reflect the priorities of their institution. The CEOs believed public relations' ultimate aim is communicating the image of the organization. Responses showed many practitioners conduct informal evaluation, whereas only a few conduct formal evaluation. This research suggests public relations planning and evaluation are becoming more systematic but are still constrained by lack of resources and difficulty.

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References

1997Toward a Concept and Theory of Organization-Public Relationships 1984Program evaluation and the roles of practitioners

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2007Understanding Influence on Corporate Reputation: An Examination of Public Relations Efforts, Media Coverage, Public Opinion, and Financial Performance From an Agenda-Building and Agenda-Setting Perspective 2016Qualitative Interviews With Science Communication Trainers About Communication Objectives and Goals 2010Public Relations as a Maturing Discipline: An Update on Research Networks 2005A Practical Model for Ethical Decision Making in Issues Management and Public Relations 2008Trust and Relational Commitment in Corporate Crises: The Effects of Crisis Communicative Strategy and Form of Crisis Response 1999Time as an Indicator of the Perceptions and Behavior of Members of a Key Public: Monitoring and Predicting Organization-Public Relationships 2017Communication evaluation and measurement 2001Measuring the Economic Value of Public Relations

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