How Public Relations Impact on a Company's Effectiveness

• Authors: Damjana Jerman , Goran Vukovič , Bruno Završnik
• Languages of publication: EN

Abstracts

EN

The role of public relations is dealing with the identification of organization's strategic public and developing communications programs for building solid, open and trusting relations with them. Many companies have taken a limited view of the impact that public relations can have on company's overall effectiveness. This paper consists of two parts: the theoretical framework for the role of public relations in the overall effectiveness of the company and an empirical analysis based on the primary data collected. We classified and analyzed different public relations factors (i.e. factors related to managing and implementing public relations) that influences the effectiveness of the company. We explored the correlation between public relations and a company's effectiveness and argued that public relations factors play a critical role in that effectiveness. We used linear regression and we found a significant linier relationship between the independent variable (public relations) and the dependent variable (company effectiveness).

Keywords

EN

Public relations; Public relations function; Company's effectiveness; Public relations strategy; Public relations agency

• Publisher: Sciendo
• Journal: Organizacija
• Year: 2008
• Volume: 41
• Issue: 3
• Pages: 91-98

Dates

published

2008-05-01

online

2008-12-12

Contributors

author

Damjana Jerman

• Intereuropa Ltd. Co., Vojkovo nabrežje 32, 6000 Koper, Slovenia

author

Goran Vukovič

• Faculty of Organizational Sciences, University of Maribor, Kidričeva cesta 55a, 4000 Kranj, Slovenia

author

Bruno Završnik

• Faculty of Economics and Business, University of Maribor, Razlagova 20, 2000 Maribor, Slovenia

References

• Avlonitis, G. J., Papastathopoulou, P. (2000). Marketing communications and product performance: innovative vs non-innovative new retail financial products, International Journal of Bank Marketing, 18 (1): 27 - 41.
• Churchill, G. A. (1979). A Paradigm for Developing Better Measures of Marketing Constructs, Journal of Marketing Research, 16: 64 - 73.[Crossref]
• Dozier, D. M. (1990). The innovation of research in public relations practice: Review of a program of studies, Public Relations Research Annual, 2: 3 - 28.
• Fairchild, M. (2002). Evaluation: An opportunity to raise the standing of PR, Journal of Communication Management, 6(4): 305-307.
• Ferjan, M. (2002). Odnosi z javnostmi v slovenskih podjetjih. Organizacija, 35(4): 234-243.
• Grunig, J. E., and Grunig, L. A. (2002). Implications of the IABC excellence study for PR education, Journal of Communication Management, 7 (1): 34-42.
• Grunig, J. F., and Grunig, L. A. (1998). The relationship between public relations and marketing in excellent organizations: evidence from the IABC study, Journal of Marketing Communications, 4: 141-162.[Crossref]
• Low, G. S. (2000). Correlates of Integrated Marketing Communications, Journal of Advertising Research, 40: 27 - 39.
• McArthur, D. N., and Griffin, T. (1997). A Marketing Management View of Integrated Marketing Communications, Journal of Advertising Research, 37: 19 - 26.
• Moncur, C. (2006). Embracing PR theory: an opportunity for practitioners? Journal of Communication Management, 10 (1): 95-99.
• Nowak, G. J., and Phelps, J. (1994). Conceptualizing the Integrated Marketing Communications' Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research, Journal of Current Issues and Research in Advertising, 16(1): 49 - 66.
• Pickton, D., and Broderick, A. (2001). Integrated marketing communications, Harlow: Financial Times, Prentice Hall.
• Phillips, D. (2001). The public relations evaluationists, Corporate Communications, 6(4): 225 - 237.
• Radford G. P., and Goldstein, S. Z. (2002). The role of research methods in corporate communication, Corporate Communications, 7(4): 252-256.
• Schultz, D. E., Kitchen, P. J. (1997). Integrated marketing communications in US advertising agencies: an exploratory study, Journal of Advertising Research, 37: 7 - 18.
• Shadle, M. (1998). PR holds key to communicating value in b-to-b marketing, Advertising Age's Business Marketing, 83: 13.
• Spanos, Y. E., and Lioukas S. (2001). An Examination into the Causal Logic of Rent Generation: Contrasting Porter's Competitive Strategy Framework and the Resource-Based Perspective, Strategic Management Journal, 22 (10): 907-934.[Crossref]
• Sriramesh, K. and Verčič, D. (2003) The Global Public Relations Handbook, London: Lawrence Erlbaum Associates Publishers.
• Stevens, A. (1996). Public relations in the year 2000, Public Relations Quarterly, Summer: 19-22.
• Theaker, A. (2001). The Public Relations Handbook, London: Routledge:Taylor & Francis Group.
• Weiner, M. (2000). The Gauge, November, available at
• Xavier, R., Johnston, K., Patel, A., Watson, T., & Simmons, P. (2005). Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective, Public Relations Review, 31(3): 417-424.[Crossref]
• Završnik, B., Jerman, D. (2006). Vpliv marketinških sposobnosti na porast inovativnosti v organizacijah, Organizacija, 39 (6): 373-377.

Identifiers

DOI

10.2478/v10051-008-0010-x