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Mini Chapters | Journalism & Mass Communication | India | Volume 12 Issue 1, January 2023
Research and Evaluation of PR in Organisations
Abstract: Public relations function in organisations has come under increased scrutiny and top managements are closely examining the return on investments in PR. Though the outcomes of PR programmes remain intangible in terms of reputation management, crisis communication etc, PR professionals have also realized the importance of measurement and evaluation of Public relations initiatives. Contemporary business environment piles pressure on PR managers to showcase how PR programmes benefit the organisations they serve. The competitive environment makes it critical for them to understand how to apply PR planning, research and programme - evaluation practices that help ensure success and accountability. Research - based PR practices enable managers to solve complex problems, set and achieve or exceed goals and objectives, track the opinions and beliefs of key publics and employ programme strategies with confidence that they will have intended results. The present article deals with the principles and objectives of evaluation, the role of a public relations professional in undertaking research and evaluation of the PR initiative.
Keywords: PR evaluation, Measurement, Public Relations, PRSA
Edition: Volume 12 Issue 1, January 2023,
Pages: 519 - 523