A Professional and Practitioner's Guide to Public Relations by David Michaelson, Institute for Public Relations

By David Michaelson, Institute for Public Relations

Modern public kin perform has built during the last a number of a long time from the vulnerable 3rd sister in advertising, ads, and public kinfolk combine to a whole participant. that will help you sustain to hurry with the intriguing adjustments and advancements of courses, this booklet has been up to date to supply you with the mandatory figuring out of the issues and delivers of public relatives learn, dimension, and evaluate. As a public family specialist, this booklet will advisor you thru the powerful use of tools, measures, and evaluate in delivering grounded facts of the luck (or failure) of public relatives campaigns. This moment variation takes a top practices approach--one that specializes in deciding on the correct procedure and carefully using that option to acquire the knowledge that most sensible solutions the goals of the examine. It additionally provides an method of public kinfolk that emphasizes the profession's influence at the client's go back on funding within the public family functionality

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Extra resources for A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition

Sample text

Public Relations Role as Defined at the Managerial Level Public relations historically has focused primarily on media relations— getting the message out. It was not until the last quarter of a century that the focus of public relations has shifted to the strategic value it provides on the organization’s ROI. This change, from a strictly media-relations perspective, to one that includes a broader strategic management perspective can be seen in how public relations’ outputs—communication materials that are produced to support the corporation—have changed over the years (Stacks 2011).

From a business perspective measurement is most often used to track financially related variables. These variables include number of units produced, stock prices, gross and net profits, and so forth. Their measurement is quite precise since the data are hard, that is, they are directly observable and can be counted. Marketing can tell how many products are sold per 1-800phone call-in, can calculate the cost per call across a number of other hard data points—number of hours staff put in, returns, and so forth (see Chapter 3).

Basically all nonfinancial indicators are subjective and exist in the minds of the public or target audience a client seeks to influence. To demonstrate impact a nonfinancial indicator—often referred to as key performance indicator—must show how it relates to a business goal or objective. That is, in the mixed-marketing model, for example, how does the public THE BUSINESS OF PUBLIC RELATIONS 43 relations effort impact on awareness, knowledge, interest, and intent to purchase? In an employee relations effort, how does managerial relationship affect employee morale or absenteeism?

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