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Jak mierzyć efektywność działań public relations

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Miotk A.
Prakseologia
|
2008
|
issue 148
161-170
EN
Public relations effectiveness measurement is becoming more and more important in realization of public relations activities in Poland. It has been caused by the demand from people ordering such services to achieve measurable results and simultaneous increasing usage of research in public relations, which is related to growing ‘scientification’ of this field of knowledge. Basic requirement, which should be met to measure PR effectiveness, is such planning these activities to have measureable objectives and choosing the indicators and research methods for particular PR tools. It is worth remembering that some difficulties in measurement may occur – knowing them allows to minimize inadequate measurement results. Measuring PR effectiveness allows to continue the most efficient PR activities, resign from the less effective ones and also to search new ideas how to communicate with the target groups.
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