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Public Relations Research at the Program Level

James Grunig PRRom

Conceptualizing Quantitative Research in Public Relations. Part 4

The discussion of metrics for public relations begins with the program level because this is the level that most public relations professionals think of when they are asked to do research to demonstrate their effectiveness. However, keep in mind that a senior public relations officer should begin planning public relations programs at the organizational and societal levels so that specific communication programs relate to organizational goals and decisions, and to stakeholders who affect or are affected by organizational goals and decisions. As I discuss research at the program level, therefore, I also will explain how specific communication programs can be connected to effectiveness at the organizational and societal levels.

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Mic tratat de comoditate

Marta Niculaie

Trăim cu toții vremuri în care aproape orice rezultat este exprimat în cifre. Așadar, de cele mai multe ori, și comunicatorii prezintă rezultatele campaniilor lor tot în cifre. Auzim adesea întrebarea « deci, care este ROI-ul? ». Pentru că totul este o investiție. Dar sunt oare cifrele cea mai bună opțiune?

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Jon Meakin, Board Member AMEC: Understanding “why” is not always easy, but it is always extremely valuable

Jon Meakin

Like so many things in life, communication campaigns are a question of “garbage in, garbage out”. I’ve been reflecting on this a lot lately, as some very woolly briefs have come across my desk and I’ve been reminded of the importance of getting the brief right. If you don’t know what you want to achieve, and why (before you even get to how), then how will you know if you’ve been successful? How do you even know what you need to measure?

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Beware invalid metrics

Jim Macnamara websiteThere are some invalid metrics presented as purported evaluation that need to be avoided. The public relations industry is one of the worst offenders in this regard. Most notably, PR practitioners have long calculated alleged advertising value equivalents (AVEs), also referred to as advertising value equivalency and equivalent advertising value (EAV).

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Professor James E. Grunig: Basic Concepts for Research in Public Relations

James Grunig PRRom

Conceptualizing Quantitative Research in Public Relations. Part 3

In their book, Using Research in Public Relations, Broom and Dozier described five approaches to the use of research in public relations programs. Three of these approaches do not include research as an integral part of the ongoing management of such programs.

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AVE, o problemă de etică în afaceri?

Dana Oancea dosar etica

În ultimii 10 ani, organizații profesionale din întreaga lume şi-au întețit dezaprobarea la adresa măsurătorilor de tip AVE (Advertising Equivalency Value), pledând din ce în ce mai apăsat pentru alungarea lor din practica curentă de evaluare. Dar, contrar dezbaterilor care i-au negat relevanța, realitatea este că AVE a continuat să persiste, la noi şi afară, în instrumentarul breslei comunicatorilor. Iar preeminența şi utilizarea acestor măsurători a îngreunat mult tranziția către sisteme de evaluare relevante, asistând în practică la o decuplare frecventă a comunicării de procesele de business.

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Prof. James E. Grunig: The Nature of Conceptualization in Public Relations

James Grunig PRRom

Conceptualizing Quantitative Research in Public Relations. Part 2

Conceptualization is the process of thinking logically and systematically about concepts, definitions, measures, and the relationships among them.

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Prof. James E. Grunig: The greatest problem in public relations is not the lack of measurement but the lack of conceptualization

James Grunig PRRom

Conceptualizing Quantitative Research in Public Relations. Part 1

Public relations practitioners in the United States first became interested in measurement and evaluation in the 1970s, although discussion of the topic has exploded in the last ten years. The beginning of this explosion of interest occurred around October 10, 1996, when the U.S. Institute for Public Relations, the magazine Inside PR, and the Ketchum Public Relations Research and Measurement Department invited twenty-one leading U.S. public relations practitioners, counselors, researchers, and academicians to a summit meeting to discuss and then define minimum standards for measuring the effectiveness of public relations.

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PR Measurement needs more in-house PR activists to start a conversation with their bosses on what best defines the PR success. A talk to Katie Delahaye Paine

Katie Paine 2

PR Romania had the opportunity to conduct a second interview with the Queen of Measurement, Katie Delahaye Paine. One of the most respected leaders in the field of public relations measurement and evaluation, Katie will hold a keynote speech in Bucharest, on 25th May, at the measurement conference organized by GMP PR. Katie argues in our conversation why having good metrics is more important than ever and why PR professionals should measure what matters not just what it is easy. Katie explains why the recently adopted Principles and Standards never made it into the heads of most CEOs and CMOs who are accustomed to seeing big numbers from their advertising agencies. ‘For whatever reason, PR people seem to be reluctant to have the conversation with their bosses to insist that they change the definitions of success’, says Katie. The interview visualizes also the long and quite winding road to PR measurement and evaluation.

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