The world has been changing today and it is obvious that Public Relations industry has been changing as well.
A discipline like PR cannot stay aside since its first task is communication. Moving from traditional and simple ways of communicating, PR has broadened its activities involving new techniques of communicating and influencing.
PR practitioners need to collaborate to ensure business effectiveness. This is why the evaluation of PR activity’s efficiency is so important; it has been regarded as a problem in professional community.
“Public Relations News” in cooperation with PRSA has led a research in December 2005 among the readers of this edition and the members of the organization asking “What problem will worry experts in PR in 2006 most of all?” 58 % of responders admitted that it would be PR-campaigns’ effectiveness’ evaluation.
Indeed, if PR professionals are eager to prove how much PR-activity has to an organization, what are the critical areas to be measured? Increasing sales and profits, employees’ incentive and moral, support in community and government, social responsibility? And what are the tools to measure?
A discipline like PR cannot stay aside since its first task is communication. Moving from traditional and simple ways of communicating, PR has broadened its activities involving new techniques of communicating and influencing.
PR practitioners need to collaborate to ensure business effectiveness. This is why the evaluation of PR activity’s efficiency is so important; it has been regarded as a problem in professional community.
“Public Relations News” in cooperation with PRSA has led a research in December 2005 among the readers of this edition and the members of the organization asking “What problem will worry experts in PR in 2006 most of all?” 58 % of responders admitted that it would be PR-campaigns’ effectiveness’ evaluation.
Indeed, if PR professionals are eager to prove how much PR-activity has to an organization, what are the critical areas to be measured? Increasing sales and profits, employees’ incentive and moral, support in community and government, social responsibility? And what are the tools to measure?
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