Perceived effectiveness and implementation of public relations measurement and evaluation tools among European providers and consumers of PR services

Public Relations Review

Volumn 36, Issue 2, 2010, Pages 105-111

  Baskin, Otis ^a   Hahn, Joe ^a   Seaman, Samuel ^a   Reines, Dan ^b  

^a PEPPERDINE UNIVERSITY   (United States)

^b SmithGeiger Market Research   (United States)

Author keywords

Effectiveness; Europe; Evaluation; Measurement

Indexed keywords

EID: 77952541441     PISSN: 03638111     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.pubrev.2010.02.002     Document Type: Article

References (21)

1. Beaman K.V., Guy G.R., Sexton D.E. Managing and measuring return on marketing investment 2008, The Conference Board, New York, pp. 5-6.
2. Blissland J. Accountability gap: Evaluation practices show improvement. Public Relations Review 1990, 16(2):25-33.
3. Dozier D.M. Planning and evaluation in PR practice. Public Relations Review 1985, 11(2):17-26.
4. Dozier D.M. The innovation of research in public relations practice: Review of a program of studies. Public Relations Research Annual 1990, 2:3-28.
5. Fairchild M. Evaluation: An opportunity to raise the standing of PR. Journal of Communication Management 2002, 6(4):305-307.
6. Gregory A. Public relations and evaluation: Does the reality match the rhetoric?. Journal of Marketing Communications 2001, 7:171-189.
7. International Public Relations Association Public relations evaluation: Professional accountability 1994, IPRA, Geneva.
8. Judd L.R. Importance and use of formal research and evaluation. Public Relations Review 1990, 16:3-17.
9. Lattimore D., Baskin O., Heiman S.T., Toth E.L. Public relations: The profession and the practice 2008, McGraw-Hill, New York, pp. 90-91. 2nd ed.
10. Lindenmann W. Research, evaluation and measurement: A national perspective. Public Relations Review 1990, 16(2):3-17.
11. McKinsey Global Survey Results Measuring marketing 2009, McKinsey & Company.
12. Noble P. Towards an inclusive evaluation methodology. Corporate Communications 1999, 4(1):14-23.
13. Phillips D. The public relations evaluationists. Corporate Communications 2001, 6(4):225-237.
14. Pieczka M. Objectives and evaluation in public relations work: What do they tell us about expertise and professionalism?. Journal of Public Relations Research 2000, 12(3):211-233.
15. Piekos J., Einsiedel E. Roles and program evaluation techniques among Canadian public relations practitioners. Public Relations Research Annual 1990, 2:95-113.
16. Pinkleton B.E., Austin E.W., Dixon A. Orientations in public relations research and campaign evaluation. Journal of Marketing Communications 1999, 5:85-95.
17. Radford G.P., Goldstein S.Z. The role of research methods in corporate communication. Corporate Communications 2002, 7(4):252-256.
18. Robinson E.J. Public relations and survey research 1969, Meredith Corporation, New York.
19. Walker G. Communicating public relations research. Journal of Public Relations Research 1994, 6(3):141-161.
20. Walker G. Public relations practitioners' use of research, measurement and evaluation. Australian Journal of Communication 1997, 24(2):97-113.
21. Xavier R., Johnston K., Patel A., Watson T., Simmons P. Public Relations Review 2005, 31:417-424.