Gauging an Integrated Model of Public Relations Value Assessment (PRVA): Scale Development and Cross-Cultural Studies

Yi‐Hui Christine Huang

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

Abstract

This article aims to develop an integrated, 2-level, cross-cultural scale for measuring multidimensional public relations value (called PRVA—Public Relations Value Assessment). Three data sets explore the views of a total of 524 public relations professionals from the Public Relations Society of America (PRSA), the International Public Relations Association (IPRA) and a number of Hong Kong corporations and PR associations, which were incorporated to empirically test the proposed framework. The results show that PRVA, which includes measures of media publicity, organization–public relationship (OPR), organizational reputation, cost reduction, and revenue generation, demonstrated satisfactory construct reliability, structural validity, and cross-cultural applicability. The conceptual Two-level Model of Public Relations Value is also empirically supported across three independent samples. Theoretical, practical and cultural implications derived from the findings for research on public relations value and effects are elaborated.

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