importance of research and evaluation in public relations case study

Chapter 8 Public Relations Research: The Key to Strategy

If you previously ascribed to the common misconception that public relations is a simple use of communication to persuade publics, Bowen (2003), pp. 199–214. you might be surprised at the important role that research plays in public relations management. Bowen (2009a), pp. 402–410. We can argue that as much as three quarters of the public relations process is based on research—research, action planning, and evaluation—which are three of the four steps in the strategic management process in the RACE acronym (which stands for research, action planning, communication, and evaluation).

8.1 Importance of Research in Public Relations Management

Public relations professionals often find themselves in the position of having to convince management to fund research, or to describe the importance of research as a crucial part of a departmental or project budget. Research is an essential part of public relations management. Here is a closer look at why scholars argued that conducting both formative and evaluative research is vital in modern public relations management:

Research makes communication two-way by collecting information from publics rather than one-way, which is a simple dissemination of information. Research allows us to engage in dialogue with publics, understanding their beliefs and values, and working to build understanding on their part of the internal workings and policies of the organization. Scholars find that two-way communication is generally more effective than one-way communication, especially in instances in which the organization is heavily regulated by government or confronts a turbulent environment in the form of changing industry trends or of activist groups. See, for example, Grunig (1984), pp. 6–29; Grunig (1992a; 2001); Grunig, Grunig, and Dozier (2002); Grunig and Repper (1992).
Research makes public relations activities strategic by ensuring that communication is specifically targeted to publics who want, need, or care about the information. Ehling and Dozier (1992). Without conducting research, public relations is based on experience or instinct, neither of which play large roles in strategic management. This type of research prevents us from wasting money on communications that are not reaching intended publics or not doing the job that we had designed them to do.
Research allows us to show results , to measure impact, and to refocus our efforts based on those numbers. Dozier and Ehling (1992). For example, if an initiative is not working with a certain public we can show that ineffectiveness statistically, and the communication can be redesigned or eliminated. Thus, we can direct funds toward more successful elements of the public relations initiative.

Without research, public relations would not be a true management function . It would not be strategic or a part of executive strategic planning, but would regress to the days of simple press agentry, following hunches and instinct to create publicity. As a true management function, public relations uses research to identify issues and engage in problem solving, to prevent and manage crises, to make organizations responsive and responsible to their publics, to create better organizational policy, and to build and maintain long-term relationships with publics. A thorough knowledge of research methods and extensive analyses of data also allow public relations practitioners a seat in the dominant coalition and a way to illustrate the value and worth of their activities. In this manner, research is the strategic foundation of modern public relations management. Stacks and Michaelson (in press).

8.2 Purpose and Forms of Research

The purpose of research is to allow us to develop strategy in public relations in order to (a) conduct our campaigns with specific purpose and targeted goals, (b) operate as a part of the overall strategic management function in an organization, and (c) measure the effectiveness of public relations efforts. By conducting research before we communicate, we revise our own thinking to include the views of publics. We can segment those publics, tailor communications for unique publics, send different messages to specifically targeted publics, and build relationships by communicating with publics who have an interest in our message. This type of planning research is called formative research Planning research that is conducted so that what the publics know, believe, or value and what they need or desire to know can be understood before communication is begun. because it helps us form our public relations campaign. Stacks (2002). Formative research is conducted so that we can understand what publics know, believe, or value and what they need or desire to know before we began communicating. Thereby, public relations does not waste effort or money communicating with those that have no interest in our message.

Research also allows public relations professionals to show the impact made through their communication efforts after a public relations campaign. This type of research is called evaluation research Research that allows public relations professionals to show the impact made through their communication efforts after a public relations campaign. . Using both forms of research in public relations allows us to communicate strategically and to demonstrate our effectiveness. For example, formative research can be used to determine the percentage of publics who are aware of the organization’s policy on an issue of concern. Through the use of a survey, we might find that 17% of the target public is aware of the policy. Strategically, the organization would like more members of that public to be aware of the organization’s policy, so the public relations department communicates through various channels sending targeted messages.

After a predetermined amount of time, a survey practically identical to the first one is conducted. If public relations efforts were successful, the percentage of members of a public aware of the organization’s policy should increase. That increase is directly attributable to the efforts of the public relations campaign. We could report, “Members of the community public aware of our new toxic waste disposal initiative increased from 17% to 33% in the last 2 months.” Measures such as these are extremely common in public relations management. They may be referred to as benchmarking because they establish a benchmark and then measure the amount of change, similar to a before-and-after comparison. Stacks (2002); Broom and Dozier (1990). The use of statistically generalizable research methods allows such comparisons to be made with a reasonable degree of confidence across various publics, geographic regions, issues, psychographics, and demographic groups.

In this section, we will provide a brief overview of the most common forms of research in public relations management and providing examples of their uses and applications and professional public relations. Building upon that basic understanding of research methods, we then return to the theme of the purpose of research and the importance of research in the public relations function.

Formal Research

Research in public relations can be formal or informal. Formal research Research that typically takes place in order to generate numbers and statistics. Formal research is used to both target communications and measure results. normally takes place in order to generate numbers and statistics that we can use to both target communications and measure results. Formal research also is used to gain a deeper, qualitative understanding of the issue of concern, to ascertain the range of consumer responses, and to elicit in-depth opinion data. Formal research is planned research of a quantitative or qualitative nature, normally asking specific questions about topics of concern for the organization. Formal research is both formative , at the outset of a public relations initiative, and evaluative , to determine the degree of change attributable to public relations activities.

Informal Research

Informal research Research that typically gathers information and opinions through conversations and in an ongoing and open exchange of ideas and concerns. is collected on an ongoing basis by most public relations managers, from sources both inside and outside of their organizations. Informal research usually gathers information and opinions through conversations. It consists of asking questions, talking to members of publics or employees in the organization to find out their concerns, reading e-mails from customers or comment cards, and other informal methods, such as scanning the news and trade press. Informal research comes from the boundary spanning role of the public relations professional, meaning that he or she maintains contacts with publics external to the organization, and with internal publics. The public relations professional spends a great deal of time communicating informally with these contacts, in an open exchange of ideas and concerns. This is one way that public relations can keep abreast of changes in an industry, trends affecting the competitive marketplace, issues of discontent among the publics, the values and activities of activist groups, the innovations of competitors, and so on. Informal research methods are usually nonnumerical and are not generalizable to a larger population, but they yield a great deal of useful information. The data yielded from informal research can be used to examine or revise organizational policy, to craft messages in the phraseology of publics, to respond to trends in an industry, to include the values or priorities of publics in new initiatives, and numerous other derivations.

8.3 Types of Research

Research in public relations management requires the use of specialized terminology. The term primary research The collection of unique data, normally proprietary, that is firsthand and relevant to a specific client or campaign. It is often the most expensive type of data to collect. is used to designate when we collect unique data in normally proprietary information, firsthand and specifically relevant to a certain client or campaign. Stacks (2002). Primary research, because it is unique to your organization and research questions, is often the most expensive type of data to collect. Secondary research The collection of data that is typically part of the public domain but is applicable to a client, organization, or industry. It can be used to round out and support the conclusions drawn from primary research. refers to research that is normally a part of public domain but is applicable to our client, organization, or industry, and can be used to round out and support the conclusions drawn from our primary research. Stacks (2002); Stacks and Michaelson (in press). Secondary research is normally accessed through the Internet or available at libraries or from industry and trade associations. Reference books, encyclopedias, and trade press publications provide a wealth of free or inexpensive secondary research. Managers often use secondary research as an exploratory base from which to decide what type of primary research needs to be conducted.

Quantitative Research

When we speak of research in public relations, we are normally referring to primary research, such as public opinion studies based on surveys and polling. (The following lists quantitative research methods commonly employed in public relations.) Surveys are synonymous with public opinion polls, and are one example of quantitative research. Quantitative research Research that is based on statistical generalization. It allows numerical observations to be made in order for organizations to improve relationships with certain publics and then measure how much those relationships have improved or degraded. is based on statistical generalization . It allows us to make numerical observations such as “85% of Infiniti owners say that they would purchase an Infiniti again.” Statistical observations allow us to know exactly where we need to improve relationships with certain publics, and we can then measure how much those relationships have ultimately improved (or degraded) at the end of a public relations initiative. For example, a strategic report in public relations management for the automobile maker Infiniti might include a statement such as “11% of new car buyers were familiar with the G35 all-wheel-drive option 3 months ago, and after our campaign 28% of new car buyers were familiar with this option, meaning that we created a 17% increase in awareness among the new car buyer public.” Other data gathered might report on purchasing intentions, important features of a new vehicle to that public, brand reputation variables, and so on. Quantitative research allows us to have a before and after snapshot to compare the numbers in each group, therefore allowing us to say how much change was evidenced as a result of public relations’ efforts.

Methods of Quantitative Data Collection

Internet-based surveys
Telephone surveys
Mail surveys
Content analysis (usually of media coverage)
Comment cards and feedback forms
Warranty cards (usually demographic information on buyers)
Frequent shopper program tracking (purchasing data)

In quantitative research, the entire public you wish to understand or make statements about is called the population In quantitative research, the entire public that is sought to be understood or about which statements are made. . The population might be women over 40, Democrats, Republicans, purchasers of a competitor’s product, or any other group that you would like to study. From that population, you would select a sample In quantitative research, a portion of a population that is sought for study. to actually contact with questions. Probability samples A randomly drawn portion of a population from which the strongest statistical measure of generalizability can be drawn. can be randomly drawn from a list of the population, which gives you the strongest statistical measures of generalizability. A random sample A randomly drawn portion of a population in which the participants have an equal chance of being selected. means that participants are drawn randomly and have an equal chance of being selected. You know some variants in your population exists, but a random sample should account for all opinions in that population. The larger the sample size (number of respondents), the smaller the margin of error and the more confident the researcher can be that the sample is an accurate reflection of the entire population.

There are also other sampling methods, known as nonprobability samples Research sampling that does not allow for generalization but that meets the requirements of the problem or project. , that do not allow for generalization but meet the requirement of the problem or project. A convenience sample A population sample drawn from those who are convenient to study. , for instance, is drawn from those who are convenient to study, such as having visitors to a shopping mall fill out a survey. Another approach is a snowball sample A population sample in which the researcher asks a respondent participating in a survey to recommend another respondent for the survey. in which the researcher asks someone completing a survey to recommend the next potential respondent to complete the survey. A purposive sample Research sampling in which a specific group of people is sought out for research. is when you seek out a certain group of people. These methods allow no generalizability to the larger population, but they are often less expensive than random sample methods and still may generate the type of data that answers your research question.

Quantitative research has the major strength of allowing you to understand who your publics are, where they get their information, how many believe certain viewpoints, and which communications create the strongest resonance with their beliefs. Demographic variables are used to very specifically segment publics. Demographics are generally gender, education, race, profession, geographic location, annual household income, political affiliation, religious affiliation, and size of family or household. Once these data are collected, it is easy to spot trends by cross-tabulating the data with opinion and attitude variables. Such cross-tabulations result in very specific publics who can be targeted with future messages in the channels and the language that they prefer. For example, in conducting public relations research for a health insurance company, cross-tabulating data with survey demographics might yield a public who are White males, are highly educated and professional, live in the southeastern United States, have an annual household income above $125,000, usually vote conservatively and have some religious beliefs, have an average household size of 3.8 people, and strongly agree with the following message: “Health insurance should be an individual choice, not the responsibility of government.” In that example, you would have identified a voting public to whom you could reach out for support of individualized health insurance.

Segmenting publics in this manner is an everyday occurrence in public relations management. Through their segmentation, public relations managers have an idea of who will support their organization, who will oppose the organization, and what communications—messages and values—resonate with each public. After using research to identify these groups, public relations professionals can then build relationships with them in order to conduct informal research, better understand their positions, and help to represent the values and desires of those publics in organizational decision making and policy formation.

Qualitative Research

The second major kind of research method normally used in the public relations industry is qualitative research. Qualitative research Research that allows the researcher to generate in-depth, quality information in order to understand public opinion. This type of research is not generalizable but it often provides quotes that can be used in strategy documents. generates in-depth , “quality ” information that allows us to truly understand public opinion , but it is not statistically generalizable. (The following lists qualitative research methods commonly employed in public relations.) Qualitative research is enormously valuable because it allows us to truly learn the experience, values, and viewpoints of our publics. It also provides ample quotes to use as evidence or illustration in our strategy documents, and sometimes even results in slogans or fodder for use in public relations’ messages.

Qualitative research is particularly adept at answering questions from public relations practitioners that began “How?” or “Why?” Yin (1994). This form of research allows the researcher to ask the participants to explain their rationale for decision making, belief systems, values, thought processes, and so on. It allows researchers to explore complicated topics to understand the meaning behind them and the meanings that participants ascribe to certain concepts. For example, a researcher might ask a participant, “What does the concept of liberty mean to you?” and get a detailed explanation. However, we would expect that explanation to vary among participants, and different concepts might be associated with liberty when asking an American versus a citizen of Iran or China. Such complex understandings are extremely helpful in integrating the values and ideas of publics into organizational strategy, as well as in crafting messages that resonate with those specific publics of different nationalities.

Methods of Qualitative Data Collection

In-depth interviews
Focus groups
Case studies
Participant observation
Monitoring toll-free (1-800 #) call transcripts
Monitoring complaints by e-mail and letter

Public relations managers often use qualitative research to support quantitative findings. Qualitative research can be designed to understand the views of specific publics and to have them elaborate on beliefs or values that stood out in quantitative analyses. For example, if quantitative research showed a strong agreement with the particular statement, that statement could be read to focus group participants and ask them to agree or disagree with this statement and explain their rationale and thought process behind that choice. In this manner, qualitative researchers can understand complex reasoning and dilemmas in much greater detail than only through results yielded by a survey. Miles and Huberman (1994).

Another reason to use qualitative research is that it can provide data that researchers did not know they needed. For instance, a focus group may take an unexpected turn and the discussion may yield statements that the researcher had not thought to include on a survey questionnaire. Sometimes unknown information or unfamiliar perspectives arise through qualitative studies that are ultimately extremely valuable to public relations’ understanding of the issues impacting publics.

Qualitative research also allows for participants to speak for themselves rather than to use the terminology provided by researchers. This benefit can often yield a greater understanding that results in far more effective messages than when public relations practitioners attempt to construct views of publics based on quantitative research alone. Using the representative language of members of a certain public often allows public relations to build a more respectful relationship with that public. For instance, animal rights activists often use the term “companion animal” instead of the term “pet”—that information could be extremely important to organizations such as Purina or to the American Veterinary Medical Association.

Mixed Methods/Triangulation

Clearly, both quantitative and qualitative research have complementary and unique strengths. These two research methodologies should be used in conjunction whenever possible in public relations management so that both publics and issues can be fully understood. Using both of these research methods together is called mixed method research A research method that combines quantitative and qualitative research. This method is considered to yield the most reliable research results. , and scholars generally agree that mixing methods yields the most reliable research results. Tashakkori and Teddlie (1998). It is best to combine as many methods as is feasible to understand important issues. Combining multiple focus groups from various cities with interviews of important leaders and a quantitative survey of publics is an example of mixed method research because it includes both quantitative and qualitative methodology. Using two or more methods of study is sometimes called triangulation In public relations, the use of two or more methods of study in order to ascertain how publics view an issue. , meaning using multiple research methods to triangulate upon the underlying truth of how publics view an issue. See Stacks (2002); Hickson (2003).

8.4 Chapter Summary

In this chapter, we examined the vital role of research in public relations management, both in making the function strategic and in adding to its credibility as a management function. Because research comprises such a large part of the public relations process—three of the four steps in the strategic management process—we discussed the purposes and forms of commonly used research in public relations. The roles of formal and informal research were discussed, as well as the major approaches to research: quantitative (numerically based) and qualitative (in-depth based) as well as the types of types of data collection commonly used in public relations in the mixing of methods.

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8.1: Importance of Research in Public Relations Management

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If you previously ascribed to the common misconception that public relations is a simple use of communication to persuade publics,Bowen (2003), pp. 199–214. you might be surprised at the important role that research plays in public relations management.Bowen (2009a), pp. 402–410. We can argue that as much as three quarters of the public relations process is based on research—research, action planning, and evaluation—which are three of the four steps in the strategic management process in the RACE acronym (which stands for research, action planning, communication, and evaluation).

Research makes communication two-way by collecting information from publics rather than one-way, which is a simple dissemination of information. Research allows us to engage in dialogue with publics, understanding their beliefs and values, and working to build understanding on their part of the internal workings and policies of the organization. Scholars find that two-way communication is generally more effective than one-way communication, especially in instances in which the organization is heavily regulated by government or confronts a turbulent environment in the form of changing industry trends or of activist groups.See, for example, Grunig (1984), pp. 6–29; Grunig (1992a; 2001); Grunig, Grunig, and Dozier (2002); Grunig and Repper (1992).
Research makes public relations activities strategic by ensuring that communication is specifically targeted to publics who want, need, or care about the information.Ehling and Dozier (1992). Without conducting research, public relations is based on experience or instinct, neither of which play large roles in strategic management. This type of research prevents us from wasting money on communications that are not reaching intended publics or not doing the job that we had designed them to do.
Research allows us to show results , to measure impact, and to refocus our efforts based on those numbers.Dozier and Ehling (1992). For example, if an initiative is not working with a certain public we can show that ineffectiveness statistically, and the communication can be redesigned or eliminated. Thus, we can direct funds toward more successful elements of the public relations initiative.

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Measurement and Evaluation in Public Relations

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The importance of measurement and evaluation can never be overemphasized in achieving successful public relations efforts. Evaluation is a systematic and ongoing process that could offer public relations professionals’ insights to improve future practice. D. W Stacks suggested two types of evaluation during the public relations campaign process: formative evaluation and summative evaluation. Summative evaluation at the end of the campaign measures the results of the program and whether the campaign’s objectives are successfully achieved. Qualitative research is widely used in public relations to interpret some of the most complex perspectives. Public relations work should be measured at both the program and organizational levels. Both formative and summative evaluation is necessary during the public relations campaign process. Quantitative research is concerned with generalizing data and relies on numerical measures. The advancement of analytical tools has enabled public relations professionals to demonstrate the value of their work to the organization’s bottom line.

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An Empirical Investigation of Public Relations Roles: A Case Study of the Financial Service Sector of Ghana

Original Article
Published: 15 April 2021
Volume 25 , pages 94–105, ( 2022 )

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Albert A. Anani-Bossman ORCID: orcid.org/0000-0002-3886-6403 1

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Public relations is essential in helping to develop, shape, maintain and manage relationships between an organisation and its publics. However, for that to occur PR must play a strategic/managerial role. It is only when the practitioner is involved in strategic management and engages in managerial activities, can PR really excel and add real value to the organisation. The present study presents findings from an investigation of the role of senior PR practitioners in the financial services sector of Ghana. It examines the roles practitioners in the FSS perform, the strategic nature of these roles, and the challenges that affect the performance of the strategic role. The research was inspired by a lack of knowledge on the specific roles performed by PR practitioners in Ghana, which affects the practice of the profession and limits scholars in the country from fully participating in the discussion on the subject. The article reviews literature on roles research from western and African perspectives and empirically analysis two key roles—technician and manager. Data were gathered utilising a one-on-one interview with 22 senior PR practitioners in the financial services sector. The study found little evidence of a separation between the technician and managerial roles. An important finding was that even though practitioners enjoyed access to senior management, they were not involved in the decision-making process. Also, they faced challenges such as lack of understanding by the management of the value of PR. The paper concludes that the lack of involvement in the decision-making process and the challenges faced limits the ability of practitioners to fully perform the strategic role. Significantly, there is a need for scholars in Ghana to examine the perceived value of PR to organisations from the perspective of senior management. The study calls for comprehensive research in this area in relation to the unique characteristic of African PR practice.

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Anani-Bossman, A.A. An Empirical Investigation of Public Relations Roles: A Case Study of the Financial Service Sector of Ghana. Corp Reputation Rev 25 , 94–105 (2022). https://doi.org/10.1057/s41299-021-00114-8

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24 The Importance of Research in Public Relations

Research is a crucial component of the public relations process. There are several key reasons why research is so important. First, research allows us to develop a PR strategy . For example, in our cookie example, research allows us to develop a strategy for one of our key publics with nostalgia as a main focus. This information will allow us to design specific campaigns with particular targets and goals, to ensure we aren’t wasting time, money, and energy. This helps public relations operate as a strategic function of the organization, contributing to overall organizational goals and objectives .

Another reason why research is so important in public relations is that it can be used to measure the effectiveness of our public relations efforts. For example, we can measure how often our key public is purchasing Scrumpties cookies before our campaign, during our campaign, and after out campaign. This way, we can understand if our campaign has an impact purchasing habits. Was the campaign worthwhile? Was it effective? Research helps us answer these questions and justify the value of public relations within organizations by directing funds to effective strategies.

If we do research before we begin communicating, we can ensure we are capturing the views of our publics . We can identify key publics, develop targeted communications based on what is important to our publics, and build relationships with those publics who may be interested in our messaging. This contributes to two-way communication , instead of outdated methods of disseminating information one way to our publics (Grunig, 1992). Research is what allows us to understand our publics, their needs, and their values, and ensures that we are as effective and strategic as possible in the public relations process.

If we didn’t do research, PR would not be a key strategic function of organizations. Instead, we would be making decisions based on hunches and instinct, and generating publicity without any clear sense of who our publics are and what matters to them. As a central, strategic function of organizations, public relations relies on research to identify issues, problem solve, prevent and manage crises, develop and maintain relationships with publics, and deploy useful strategies and campaigns to support organizational goals and objectives. Being able to understand, conduct, and report on research also allows public relations professionals to demonstrate the value and worth of PR activities and helps ensure PR is part of the organization’s dominant coalition. In short, research matters!

This chapter is a very brief introduction to public relations research. Research is complicated, and you will learn a lot more about research design, methods, and best practices throughout your degree. For now, it is important that you recognize why research is so important in public relations, and that you are aware of its critical function within the public relations process ( RACE ). You should know the difference between formal and informal research, understand what quantitative and qualitative research means, and be aware of two key research techniques: surveys and focus groups.

Grunig, J. E. (Ed.). (1992). Excellence in public relations and communication management . Lawrence Erlbaum Associates.

A plan of action or policy designed to achieve a major or overall aim

A goal is something that a person or group is trying to achieve.

An objective is a goal expressed in specific terms.

Any group(s) of people held together by a common interest. They differ from audiences in that they often self-organize and do not have to attune to messages; publics differ from stakeholders in that they do not necessarily have a financial stake tying them to specific goals or consequences of the organization. Targeted audiences, on the other hand, are publics who receive a specifically targeted message that is tailored to their interests.

A process by which two people or groups are able to communicate with each other in a reciprocal way

A process when a person or group sends a message and receives no feedback of any kind from the receiver

RACE formula includes Research, Action planning & Analysis, Communication, Evaluation

Foundations of Public Relations: Canadian Edition Copyright © by Department of Communication Studies is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Public Relations Research Library

About institute for public relations research.

Public relations research can serve to define not only what we know, but also what we don’t. The Institute for Public Relations supports PR research, and makes this knowledge widely available to practitioners, educators, researchers and the clients they serve.

The Institute’s public relations research program is guided by the Institute for Public Relations Research Fellows, the Board of Trustees, by various Institute Commissions and by colleagues in the academic and professional communities. All of our published PR research is available free through this website.

IPR RESEARCH PROGRAM

The Institute for Public Relations pursues an aggressive agenda of research studies and peer-reviewed white papers that demonstrate the value of public relations. IPR focuses on research that matters, delivering knowledge that ultimately helps business management to achieve their goals through more effective public relations. IPR has sponsored or published more than 500 studies and papers since its founding, such as the recently published paper, Using Public Relations to Drive Business Results.

Research published by IPR is read by a diverse global audience of public relations practitioners, academics, students, and colleagues working in client companies.

IPR funds high-quality research on topics relevant to current practice and in public relations education. Research results of IPR-supported studies are published on this website. Also, results appear as IPR white papers and/or as conference presentations, and subsequently as articles in journals, scholarly publications and books.

In addition to results from sponsored research, IPR solicits and reviews high-quality submissions from academics, graduate students and practitioners whether or not the original research was supported by IPR. If accepted for review, submissions of research results, white papers, case studies and similar research-based work is considered by IPR Research Fellows, by members of the IPR Commission on Public Relations Measurement and Evaluation or by ad hoc committees of scholars and practitioners who may recommend the materials be published by IPR.

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The Behavioral Insights Research Center’s (BIRC) mission is to conduct research on the factors that influence attitude and behavioral change to enable effective communication. BIRC can help professionals understanding how and why people think and behave the way they do in this ever-changing business environment.

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These studies are composed of IPR’s best-in-class research, gold standard papers and other signature research that exemplify IPR’s mission of bringing relevant research to the public relations practice.

IPR Measurement Commission

The Institute for Public Relations Measurement Commission develops and promotes standards and best practices for research, measurement, and analytics that contribute to ethical, strategic, and effective public relations.

Organizational Communication Research Center

IPR’s Organizational Communication Research Center (OCRC) is your comprehensive source for game-changing employee communication research, best practices and measures. If you want to learn more about engaging employees, building trust and improving communication climate, this is the place.

Research Journal

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Digital Media Research Center

IPR’s Digital Media Research Center is a comprehensive source for information about the social science of social media, best practices, measures and benchmarking. If you want to learn more about social media and how it is impacting the field of public relations, this is the place.

Research Library

This research library is a database of all the public relations research conducted by the Institute for Public Relations and its coalitions and commissions as well as research highlighted from other respected public relations publications.

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Public relations evaluation.

Evaluation is a management tool that allows the user to establish whether a project or campaign has had its intended effect. Effective evaluation is at the center of any public relations effort and should be a basic element of any planned public relations action. In reality, however, evaluation is often overlooked or not undertaken for a variety of reasons, including costs, lack of resources, or simply a failure to understand how to conduct basic evaluation. Basic evaluation provides the user not only with information on how well the project worked, but also with an indication during the project as to whether it is “on target,” or “on phase.”

Further, effective evaluations are based on four assumptions , that are tied to project outcomes and/or business or client needs. First, public relations evaluation assumes that the decision-making process is basically the same across all entities or businesses. This assumption establishes that evaluation is both systematic and applicable to a variety of situations. Second, all evaluation is based on realistic goals with measurable outcomes based on a set strategy and tactics that are implemented to bring the strategies to life. That is, all evaluation has expectations that are rooted in daily practice, associated with specific strategies (that, in turn, employ specific tactics), aimed at meeting measurable objectives (that, in turn, are tuned to “reachable” goals tied to client or business goals). Third, evaluation is divided into three general stages: development, refinement, and evaluation. This assumption suggests that evaluation is a continual process, which begins with project evaluation, is refined as it is implemented, and has a final evaluation against its objectives and ultimately against the client or business goals. Finally, evaluation is knowledge-based and behavior-driven. This assumption underlies the fact that evaluation decisions are made with forethought and that there are measurable criteria against which project outcomes can be tested.

Public Relations Goals And Objectives

As noted above, all public relations projects must start with realistic goals and measurable objectives. These goals and objectives derive from the problem statement – a statement that succinctly states what the project is seeking to do, what ends it is trying to achieve. The problem statement will in turn focus on the public relations goal, that will be tied to both tactical (output) and strategic (outtake and outcome) decision-making. An output is a tactic, e.g., a media release, video news release (VNR), or speech. It is the technical element and comprises what is to be done to meet the objectives. The outtake is the initial evaluation of the output: has it accomplished its intended purpose? The outcome is whether or not the strategy that employed the tactics actually “moved the needle,” met or surpassed its objectives to reach both public relations and client/business goals.

A goal is simply something that is desired. In a political campaign, it is to win the election. In a branding project it is to establish, maintain, or expand the brand. In a corporate project it may be to have employees sign up for certain benefits. The goal should be reasonable; the desire to corner 100 percent of a market with a new brand may be achievable, but improbable. Objectives come from goals. They are the things we seek to assess during and at the end of the project. Public relations objectives fall into three areas: informational (was the message sent out, received, and understood?), motivational (did it change or reinforce attitudes and behavioral intentions?), and behavioral (did the targeted audience do what the message asked?). Informational and behavioral objectives are fairly easy to set and evaluate; motivational objectives, however, are harder and require that the evaluation assess cognitive, affective, and intended behavioral aspirations. Good evaluation will employ a triangulated research approach – it will use multiple research methods to evaluate each of the three objectives during and after the project.

Evaluation Phases

All evaluation is phase-oriented. The first phase develops the project and its evaluation. This pre-project phase sets or establishes the benchmarks against which the project will be evaluated at selected times. Benchmarking is a form of evaluation in and of itself; it provides the project with a current knowledge base against which to plan and helps to establish realistic objectives. The benchmark phase also provides information about competition, identifies potential problems, and may help to preplan strategy in cases where objectives are not being met.

The second phase occurs once the project has begun and, based on periodic evaluation, refines the strategy and tactics employed to meet specified objectives (or may result in the altering of the objectives themselves).

The third phase occurs post-project as a final evaluation and establishes whether the objectives have been met and the goal achieved. Final evaluation reviews the entire project, from benchmarking to final outcome and provides evaluation of strategy and tactics, as well as a cost–benefit analysis.

Evaluation Methods

Evaluation methods employed in a public relations project run the gamut of possible research methods. Some evaluation simply requires counting whether a target audience – possibly an intervening audience, such as editors or reporters – receives, evaluates, and then forwards the outputs to the intended public. Other evaluation may require outtake analyses: were the messages transmitted to targeted publics with the intended results, that is, was the tone of the actual article or broadcast what was intended? This goes beyond a count of simple pick-up, it looks at how the message was evaluated by a third party whose endorsement may add to or detract from its intended effect.

Similar research methods are employed across the three phases of evaluation. They are generally classified as being either formal (scientific and quantitative) or informal (humanistic or qualitative). During the developmental phase, however, a third methodology is typically added – historical or secondary research. Throughout the public relations project different methods are employed and compared one against the other to insure that the evaluation is providing decision-makers with reliable and valid information.

Reliability And Validity

Evaluation methods differ in terms of both reliability and validity of the “data” collected and analyzed. The terms “qualitative” and “humanistic” are applied to data gathered with the intent of a deep understanding of specific individuals or cases but not meant to be extended to a larger population or public. The difference is to be found in use. Quantitative data establish norms (or parameters) against which groups can be compared, but in establishing a norm any individual differences are lost.

Quantitative methods have established ways of testing for reliability of response or observation. As such, they can tell the evaluator within a certain degree of confidence that the responses will be similar among other members of the public from which they were taken. Once reliability has been established, validity of response can be established – both in terms of logical and of statistical analyses. Hence, an advantage of the quantitative method is that reliability and validity can be judged and extrapolation to larger groups possibly inferred.

Qualitative data, on the other hand, comes from a much smaller sample and often from the interview of selected individuals. Qualitative data has a deeper meaning, is valid only for those persons being interviewed, and has real reliability problems – that is, it is valid for that group or individual, but may not reliably represent others from the public from which they come.

Evaluation Methodologies

Evaluation methods can be divided into four general classes – historical/secondary, qualitative, quantitative, and content analysis. Historical/secondary methods evaluate extant data. Qualitative methods collect data from individuals or small groups of individuals whose generalizability is limited but which is valid for those individuals; the data obtained is typically based on what was said or interpreted. Quantitative methods generally seek to gather information that can be reduced to numeric evaluation and in the case of survey or poll methods may be generalized to larger groups. Content analysis is a combination of qualitative and quantitative methods and examines the actual messages that are employed in public relations projects or campaigns.

Historical/Secondary Methods

Almost all projects will have some historical context from which to obtain the data required to establish where the project is before it actually begins. This information may come from association sources, previous research, annual reports, and news reporting of similar industries or products or persons. In many cases other departments may have the data required to establish a starting point. The Internet has made the gathering of historical and secondary data, as well as access to documentation, much easier than before. The gathering and evaluation of extant information often points to gaps in the project knowledge base, places where additional data is required to gain the “big picture” of the project and its project environment. In the rare case where data are missing, contemporary information must be obtained – primarily through qualitative and quantitative methods.

Qualitative Methods

Three qualitative methods found in public relations evaluation are in-depth interviews, focus groups, systematic observation/participant observation, and the case study. In-depth interviews are the most controlled of the qualitative methods and are often used when trying to obtain data from opinion leaders, innovators, or people who are held in high esteem through their contact with target audiences. Focus groups , or what have been called “controlled group discussions,” allow for a degree of control over questions, but allow participants to qualify their ideas, agree or disagree with others, and “tag on” to current threads of conversation; they provide the researcher with invaluable insight as to why something may or may not work. Observation – whether simple systematic “environmental scanning” or a planned participant observation study – provides information about the real-world activities of people. Observation is something that is often overlooked in planned evaluation, but is a method that provides additional insight into project management.

The case study is an in-depth look at previous projects or campaigns from a historical perspective and is found in three different forms. The linear approach examines the case from beginning to end, with a focus on the particular elements employed in the project – basic research undertaken, project objectives, project programming, and project evaluation – as a static analysis of the case under study. Process-oriented case studies take into consideration the feedback process associated with the case, with evaluation first appearing at the second of four phases (fact-finding/problem analysis, strategic planning, action, and assessment). The grounded case study takes a management-by-objective (MBO) approach and includes analysis of the project’s financial impact and its impact on the business bottom line. Traditionally, linear and process-oriented case studies have focused on the communication process while the grounded case study has looked more at business strategy. All provide essential information for the planning of a public relations project or campaign.

Quantitative Methods

Quantitative methods can be further divided into scientific and social scientific camps. Most public relations evaluation takes a social science approach and focuses on survey and poll methodology in gathering data on small samples of larger populations or publics.

Survey or poll methodology seeks to understand the attitudes or behavioral intentions (norms) of target audiences. Polls are shorter, more behavior-oriented collections of questions that seek to take snapshots of the target. Surveys are much longer and take an in-depth look at the target audience or public. Both collect samples (representative or nonrepresentative members of the population or universe being studied), most commonly face to face, by telephone, by mail, or on the Internet. Sample selection can conducted as a “probability” or convenience (“nonprobability”) sampling. Probability sampling occurs when all members of the population have equal chances of being selected; convenience sampling occurs when only those present in a given environment are selected to participate in data gathering (e.g., random intercept or mall survey).

Scientific approaches are more experimental , where variables of interest (“independent variables,” such as messages or channels) are varied and their impact on desired outcome variables (“dependent variables,” such as purchase intent, relationship, reputation). Very sophisticated projects may even simulate under differing conditions the projected impact of the project on the outcome(s) of interest.

Content analysis spans the qualitative–quantitative gulf. Since the method examines messages, it may be considered qualitative and as such may evaluate message content via rhetorical analysis thematic structure, purpose, and so forth. However, content analysis also allows a quantitative evaluation of the message such as number of words, basic tone of message, number of times a certain word or phrase is found, readability indices (e.g., Flesch Reading Ease or Flesch–Kincaid Grade Level indices), or type–token ratio. Content analysis has been computerized for faster analysis with the Internet allowing for almost real-time message acquisition and analysis.

Establishing Metrics

Prior to actually beginning data acquisition, evaluation metrics need to be established. A metric is a way to provide both focused and continuous project evaluation. Metrics run the gamut from dashboards to scorecards. Metrics are management tools that take the results of data gathered through qualitative and quantitative methods and relate them to project objectives, specific outtakes or outcomes, or other indicators that are monitored and evaluated on a regular basis.

Some metrics, such as balanced scorecards , are evaluated on a regular basis, but not continuously. Dashboards, on the other hand, are set up to monitor data as it comes in and provide day-by-day, minute-by-minute evaluations. What is common to each, however, is the data gathered, some of which may be compared to pre-project benchmarks or to established benchmarks throughout the project. Scorecards typically examine specific indicators against other indicators – either competitor-based or project-based – and are presented typically as numeric data. Dashboards are often more graphical and present data in terms of analogical measures, such as clocks, fever graphs, or other chart-like presentations.

Evaluation metrics should be established during the pre-project, development phase.

Developmental Phase Methodology

Developmental phase evaluation focuses primarily on gathering data against which to compare project results over the life of the project. As such, it often begins with a set of methods that are neither qualitative nor quantitative. Development phase research is often rooted in historical or secondary research. It may, of course collect new data to update what has been obtained from historical and secondary sources or, because of a lack of historical or secondary research, require that benchmark data be gathered as a pre-project requirement through qualitative or quantitative methods.

In preparing for a project or campaign certain information should be readily available. This information may be collected, culled, and interpreted to establish an initial baseline or benchmark against which periodic checks can be conducted at later phases. An all too common characteristic of previous public relations evaluation has been a failure to establish a baseline – often based on the assumption that data at this stage is too expensive to gather.

During the developmental phase in-depth interviews, focus groups, observation, and previous case studies provide the background against which to compare the public relations activities during the campaign. Selected interviews and focus groups may be employed to gather an in-depth understanding of what strategies and tactics will produce the desired results and when and where secondary benchmarks (employed during the refinement phase) should be gathered. The developmental phase will set the actionable and measurable objectives to be met during the campaign.

Quantitative methods seek to establish the expected attitudinal and behavioral norms as target audience/public benchmarks. Survey methodology is often applied where historical/secondary analysis fails to produce expected attitudinal or behavioral norms. In some cases the projected campaign will be submitted to experimental method and a simulated campaign run against differing conditions (market or competition, for instance).

Content analyses are often undertaken to better understand how similar messaging has been interpreted by opinion leaders or reactions of focus groups to messages. This may take the form of pre-project message testing, concept testing, and so forth.

Refinement Phase Methodology

During the refinement phase evaluations are undertaken to see if the project is on target and schedule. This phase employs survey or poll, in-depth interview, focus group, and content analyses methods, often triangulated to provide the normative data required for larger population against the deeper and “richer” data from interviews and focus groups. Content analyses provide indicators that key messaging is getting out and that opinion leaders, editors, or reporters are on message. Observation continues to be an important informal methodology, such as observing during the day how many times and how people communicate on message (“word of mouth”).

Data gathered during the refinement phase is evaluated against set objectives. This evaluation allows for alterations in strategy and tactics once the project has begun. As with most planned events, once the project is kicked off many things may alter the way intended messages are interpreted: the competition may engage in counter-messaging, or the target audience simply is not getting the information or, once received, is not being motivated to act. Finally, refinement phase evaluation seeks to make better predictions about actual behavior – that which drives the return on investment and project goals in most cases.

Final Phase Methodology

Final phase methodology is typically divided into three areas. First, was the goal met? Did the project move the needle? Did it meet or surpass expectations and how did it contribute to the client or company bottom line? Second, each objective is examined to evaluate both the strategy and tactics employed. Were objectives met? Were they on target? Were they on schedule? All the data gathered during the development and refinement stages are evaluated against final outcome(s). In some ways this is a meta-evaluation of the campaign and may yield an internal case study that can be used for future projects as baseline or benchmark data. Finally, a cost–product evaluation is undertaken. Here the evaluation focuses on whether the project was cost-effective, that the goal(s) and objective(s) were on target. Was the project cost-effective or were developmental estimates off so that the project could have come in for less? These are the hard questions that are always asked at the final evaluation phase.

Evaluation is an important factor in any public relations project. It should be planned across three phases and take into account both the project goal(s) and the objective(s). Objectives must be actionable and measurable and the methods selected to gather data should be triangulated to gain the best insight into project effectiveness.

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Carroll, T., & Stacks, D. W. (2004). Bibliography of public relations measurement . Gainesville, FL: Institute for Public Relations.
Hocking, J. E., Stacks, D. W., & McDermott, S. T. (2003). Communication research , 3rd edn. Boston: Allyn and Bacon.
Stacks, D. W. (2002). Primer of public relations research . New York: Guilford.
Stacks, D. W. (2006). Dictionary of public relations measurement and research . Gainesville, FL: Institute for Public Relations.

Public Relations Metrics: Research and Evaluation

Corporate Communications: An International Journal

ISSN : 1356-3289

Article publication date: 7 August 2009

Public relations
Research and evaluation

Oliver, S.M. (2009), "Public Relations Metrics: Research and Evaluation", Corporate Communications: An International Journal , Vol. 14 No. 3, pp. 358-359. https://doi.org/10.1108/13563280910980122

Emerald Group Publishing Limited

This book arose out of some of the papers presented at the 12th International Public Relations Research Symposium in Bled, Slovenia and in its 17 chapters, aimed to explore questions of definition and measurement in public relations (PR). However, therein lies both the book's strength and weakness. Who is the book for? In trying to appeal to all, laymen, professionals and scholars, all of whom the editors acknowledge “think and talk differently about public relations”, the selection must have proved something of a dilemma.

The strength of the book lies in the editors' attempt at tackling the challenge by dividing the book into two parts, the first part being fundamentals of PR research and the second PR methods, cases and specific topics, taking the reader from seat of the pants, trial and error measurement through to scholarly communication research methods as social science. Its weakness lies in one or two of the more descriptive chapters not quite living up to some of the book's more analytical chapters.

[…]its epistemology and conceptualization […] or deep thinking as distinct from shallow thinking which has been the bane of the public relations learning and teaching industry over the last few decades.

To that end, the editors aimed to contribute to the daunting task of “generating public relations knowledge, its codification and its transfer”, not in an ethnocentric manner, but as a “truly global endeavour” by the introduction of a useful PR research grid.

The book also gives some examples of research projects and the case study on London's bid to hold the 2012 games should draw in the most reluctant student researcher. The case applied a specific measurement tool developed by consultancy I to I's Claire Spencer, to measure the impact and influence of PR on the Games bid. The research team “provided the linkage between communication outputs and outcomes, namely changes in attitudes, perceptions and intended behaviour” during negotiations.

For the more experienced scholar, a number of chapters are worthy of special mention: Jan Kleinnijenhuis, Professor of Communications Science at the Vrije Universiteit Amsterdam's chapter on the network approach is a useful addition to typical social science models such as systems theory, stakeholder theory, life cycle theory, rhetorical analysis and social exchange theory.

Ansgar Zerfass, Professor of Communication Management at the University of Leipzig develops the corporate communications scorecard for strategic and operational planning and evaluation with useful figures illustrating how established methods of PR measurement can be linked to overall business objectives. Going beyond “value added” to contribute to the bottom line without loss of control or creativity, he reminds us of Albert Einstein's observation that “[…] not everything that counts can be counted and not everything that can be counted, counts”, a cry familiar to every PR director on the main board of a multi‐national company, perhaps.

Other notable chapters include “What public relations is, what public relations does,” by Barbara Baerns, Free University of Berlin, who presents conclusions from a long‐term project on professional PR modelling and evaluation in Germany; Iris Wall and Chun‐Ju Flora Hung from Hong Kong report on a study exploring how crisis response strategies affect the relationship between organisations and publics. Using standard research methodologies, the latter provide data using frequency tables, linear regression coefficients, variable correlations and model summaries in a helpful, how to, format. There are chapters on PR research and evaluation from Portugal, Africa, the USA and the UK.

On a philosophical note, Manfred Ruhl describes three types of epistemological theory namely “commonsense” or lay‐person's PR, “know‐how” or professional PR and “theoretical” or scholarly PR. Which one of Ruhl's types are you dear reader and where would you like to go? This book will take you on an interesting journey whether you read it as researcher or practitioner and so the book earns its place on both academic and professional library bookshelves.

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Importance of research and evaluation in public relations

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Melissa Dodd

Communicare: Journal for Communication Studies in Africa

Fortune Tella

The importance of research by public relations practitioners has been highlighted by leading scholarsin most developed countries. However, studies show that the use of research by practitionersis more talked about than actually done. In Ghana, little is known about how practitioners useresearch. This paper therefore attempts to add to the limited literature by investigating whetherpublic relations (PR) practice in Ghana is informed by research. Data was collected from 93 PRpractitioners using a survey. The results suggest that although research is used by practitioners,the emphasis appears to be on media monitoring and content analysis. The implication is thatresearch cannot be fully appreciated if it is based solely on the amount of publicity received.The value of PR in the eyes of management can only be enhanced if emphasis is placed on theimpact and outcome of research. Practitioners must therefore use a more scientific approach intheir research activities.

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Research is essential element in public relation. It's not necessary to have been ambiguous, expensive or complex. There is one way to ensure that Public Relation research arrives on time, on budget and gives the right result to create organizational. This paper will discover the importance of research and research steps in public relations in the UAE organizations. It ended that many PR offices do care about the research but still research needs more awareness and development in the future. More researches need to be collected in the PR field.

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There is no second opinion on the fact that in today's highly digitalized communication world, PR has emerged as an indispensable function in almost every organization regardless of its size and nature and it is the most important requirement for securing the desired outcome for every business policy or business initiative. It is also true that this profession is evolving everyday at an accelerating rate ever since the advent of Digital PR and various new and innovative forms of content messaging. But one should not forget the fact that no matter how experienced you are or how much skills you possess, the core is that until and unless you take help of research in planning and executing PR plans or strategies either by being updated about the current trends in information distribution or having an analytical data of the demographic profile of public or by conducting content analysis or readership studies etc, you cannot expect a desired outcome of your PR Programmes and PR strate...

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Effective businesses should invest money into communications research when it comes to optimizing service delivery and customer pleasure. This is where the claim comes in since it ensures the company is prepared to answer concerns about use, branding, advertising, new product launch, and price. Gaining such knowledge is essential for two reasons: predicting the behavior of other businesses and gauging customer response to the company's policies. Given the organization's tight budget, the PR team must allocate resources toward this kind of study to improve the company's public and internal perception

The purpose of this paper is to identify and rank the most important topics for research in the field of public relations. An associated outcome was to propose the research questions most closely linked to the prioritised topics. An international Delphi study on the priorities for public relations research, conducted in 2007 among academics, practitioners and senior executives of professional and industry bodies was used to investigate expert opinion on research priorities for public relations. This choice of qualitative methodology replicated earlier studies by McElreath, White and Blamphin, Synnott and McKie, and Van Ruler et al. The role of public relations in the strategic operation of organisations, and the creation of value by public relations through social capital and relationships were ranked most highly. Some outcomes were comparable with earlier studies; for instance, evaluation of public relations programmes ranked third in this study and was among the leaders in the Synnott and McKie study. Only the topic “management of relationships” was wholly new, whereas “impact of technology on public relations practice and theory” ranked much lower than a decade ago.

Zachary Ochuodho

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PR Evaluation: Understanding the Techniques & Metrics

Table of contents.

As businesses become increasingly focused on outcomes, understanding the metrics of a successful PR campaign is becoming evermore important. This article examines PR evaluation techniques and metrics, detailing how to evaluate a PR campaign’s success from multiple angles.

From analyzing available data to calculating Return on Investment (ROI) to looking at qualitative factors such as brand perception and messaging impact, this article offers a comprehensive guide to better understanding the nuances of effective PR campaigns.

Order below; the topics covered are, Overview of PR Evaluation; Evaluation Benefits; PR Evaluation Process & Metrics; PR Evaluation Techniques; Calculating Return on Investment (ROI); Summary & FAQ.

What is PR evaluation?

Why do i need to evaluate the effectiveness of pr, what benefits will my business see from pr evaluation, evaluation phases, evaluation techniques used in pr, measuring key results areas, so, where’s brand24 in that equation.

PR evaluation involves collecting data to measure how well it has achieved its objectives and goals. Surveys, media content analysis, and online metrics are all used to evaluate a PR campaign’s performance – surveys provide feedback from target audiences and stakeholders; media content analysis assesses the amount and quality of coverage generated, while online metrics measure activity on digital platforms.

Evaluating a PR campaign offers businesses invaluable insights into their efforts’ effectiveness and an objective basis for measuring impact. This helps them identify areas where they can improve and allocate resources more effectively – ensuring their campaigns reach maximum potential!

Measure your PR efforts with Brand24. Use the tool to find brand mentions with a 14-day free trial.

Evaluating the success of a PR campaign is essential for businesses – but why? It allows them to measure their progress toward their goals, understand how their targeted audience’s messages are received, and make adjustments as needed. But what else can evaluation do?

Through evaluation, businesses can assess the effectiveness of their message, the reach of their campaign, and its overall impact on brand perception. They gain valuable insights into their target audience, which helps refine strategies and better align with business goals. The evaluation also tracks progress over time and measures success in terms of reach, engagement, and public perception more brand awareness – helping identify areas for improvement.

In short: evaluating a PR campaign is critical for businesses to measure progress towards goals; understand how messages are received; assess effectiveness; track progress over time; gain insights into the target audience; refine strategies to align media impressions with business goals better.

Public relations (PR) is a powerful weapon for business growth, helping to build brand recognition, and trustworthiness and generate leads. Teams can use their PR initiatives to reach their target audiences, create a positive public image, and form relationships with customers, partners, and influencers. PR evaluation is essential to measure the success of PR campaigns and assess their impact on organizational objectives.

PR evaluation offers numerous advantages to businesses; for example, it helps decision-makers identify the most effective strategies and tactics for their campaigns – ensuring resources are used in the best way possible – as well as measuring campaigns against competitors so they can understand how they’re positioned in the market.

Additionally, businesses can track changes in customer behavior by assessing key results areas such as media coverage, website visits, or engagement with content; this data allows them to modify marketing strategies accordingly or optimize existing campaigns for maximum efficiency.

Start evaluating your PR campaigns with Brand24.

Evaluation is a critical part of any public relations project, as it helps to measure the success of the campaign and understand how the messages are being received by the target audience.

There are four assumptions associated with effective evaluations: that the decision-making process is the same across all entities/businesses; that set goals are realistic, measurable, and achievable; that evaluation is an ongoing process of continual refinement; and that the evaluation process is knowledge-based and behavior-driven.

Evaluation can be done using formal methods, such as scientific and quantitative processes, or informal procedures, such as humanistic or qualitative approaches. There are two phases of evaluation: developmental and refinement.

Developmental phase methodology

The developmental phase of evaluation is the first step in assessing the public relations campaign to ensure that it is effective in meeting the business and/or client’s goals. During this stage, historical or secondary research is typically used to gather data and develop an understanding of the target brand’s reputation and audience.

Establishing the evaluation metrics should be part of the pre-project development phase. The metrics should be based on the campaign’s goals. This will help to ensure that the evaluation is tailored to the specific needs of the business or client.

Refinement phase methodology

The refinement phase is the second step in evaluating the public relations campaign. During this stage, various evaluation techniques and tools can be used to assess the campaign’s success and measure its impact on the target audience. Methods such as surveys, social media channels, content analysis, and online metrics can be used to gain insight into how the message was received.

The refinement phase of evaluation helps to refine and improve the metrics established in the developmental phase, allowing for a more accurate and comprehensive evaluation of the campaign’s success.

Public Relations (PR) evaluation is the process of measuring the effectiveness of a PR campaign in terms of its impact on the target audience, business goals, and objectives. Evaluation techniques are used to assess the success of a PR campaign, measure the impact of the strategy, and identify areas for improvement. Several evaluation techniques are used in PR to measure the success of a PR campaign, including surveys, media content analysis, and online metrics.

The triangulated research approach uses multiple research methods to evaluate the public relations objectives. This approach involves using qualitative and quantitative methods to obtain recent information. Qualitative methods include focus groups, selected interviews, and content analysis, while quantitative methods include surveys and website analytics. This approach helps to ensure reliable and valid information.

An in-depth understanding of what strategies and tactics will produce desired results can be gathered through a viable team task-managing approach. This approach involves monitoring and measuring the effectiveness of each activity individually. This allows for a better understanding of evaluation by company executives and can help them make decisions regarding the success of the campaign.

It is also important to evaluate objectively rather than instinctively or ambiguously. This helps to provide more reliable and accurate data. Evaluating objectively involves assessing the impact of campaigns and strategies based on metrics such as web traffic, press coverage, and increased brand awareness. Objective evaluation can provide insight as to why something may or may not work and help identify repeating patterns or trends in comments, leading to improvements or new products/services.

Surveys are one of the most common methods used to evaluate a PR campaign – but why? Surveys provide an effective way to measure customer satisfaction, brand awareness, and loyalty. They’re cost-effective, offer a large sample size, and are easy to analyze. Plus, they give you immediate feedback from your target audience! But there’s a downside, too: surveys can be time-consuming and hard to interpret. And if the questions aren’t formulated correctly, results may be biased. So why use surveys for measuring success?

Media content analysis

Media content analysis – have you heard of it? It’s a method used to evaluate the success of PR campaigns and involves analyzing press clippings, articles, social media posts, and other forms of media coverage. In short, it helps measure how well the message was communicated to the target audience.

But that’s not all! Media content analysis can also be used to assess brand awareness or create positive messages about a company. Plus, it can identify gaps in project knowledge and provide insights into what strategies may work better next time around.

In conclusion: media content analysis is an invaluable tool for measuring the success of PR campaigns by assessing how effectively they communicate their message to their target audience.

Online metrics

Online metrics are a great way to evaluate a successful campaign. They include website traffic, click-through rates, and social media engagement – all of which can help you understand how successful your PR efforts have been in terms of generating more website visits, sales, or brand awareness. Plus, online metrics can also be used to assess the effectiveness of specific strategies within your campaign.

Using online metrics has several advantages: they’re immediate and cost-effective; plus, they provide an insight into the entire customer journey from initial contact with your company right through to decision-making. But there’s one downside – it can be tricky to accurately track and measure the success of a PR campaign using these metrics. So is it worth taking this risk?

When evaluating the success of a PR campaign, it is important to measure key result areas. By understanding how to measure the effectiveness of a PR campaign, businesses can track and quantify the results of their PR efforts and understand their ROI.

To measure the effectiveness of a PR campaign, businesses should evaluate the reach of their message and its impact on the target audience. This can be done by evaluating the media outlets carrying the message and the number of viewers or readers of the PR activities.

Additionally, businesses should assess how many key messages purposely incorporated into the PR program or activities made it into the press coverage.

Determining if the PR message reached its target audience and influenced them is important to evaluate success.

It is also essential to measure return on investment (ROI) when evaluating and tracking the success of a PR campaign. Businesses use the equation Total Spend on PR/ Total Revenue x 100 = % Return On Investment (ROI) to calculate PR ROI. This allows companies to understand if their PR efforts are cost-effective and if they are providing a positive return on investment.

Getting massive coverage in well-known media publications can be beneficial in widening the brand’s reach to a broader audience.

However, businesses should also consider how their PR and advertising efforts impact sales. Brands can track how targeted PR campaigns convert to customers and use tools such as Ahrefs and Google Analytics to track website traffic. Additionally, businesses can ask new customers how they found out about the service or product to understand if PR efforts are increasing sales.

When it comes to measuring the success of your PR campaign, you’ll want to analyze many data to see how you’re doing.

You can use a PR report to help make sense of all this data. This report is like a summary of all the essential information you need to know about your campaign. It can show you how often your brand has been mentioned online, how people feel about your brand, and how much your media coverage would be worth in dollars.

And Brand24 is the perfect tool for that.

One crucial metric Brand24 has is the Presence Score . This is a measure of how many times your brand has been mentioned in the media, including social media. It’s like a way of measuring how “present” your brand is in people’s minds.

Another metric is the Reputation Score, which measures the overall sentiment of the media mentions your brand has received. This can help you understand whether people are talking about you in a positive, negative, or neutral way.

Sentiment analysis is a tool used to help determine the emotional tone of mentions of your brand. It can tell if people are generally happy, sad, angry, or some other emotion when talking about your brand.

Social reach measures how many people have been exposed to your brand’s message through social media. This can be an essential metric for businesses that are trying to reach a wider audience.

Finally, Brand24 has a way of calculating the monetary value of the media coverage you’ve received ( AVE ). It could help you understand how much you would have had to pay for the same amount of media exposure if you had used paid advertising instead of PR.

Overall, when evaluating the success of a PR campaign, it is important to measure key result areas, understand how to measure the effectiveness of a PR campaign, and track and quantify the results of PR efforts, as well as measure return on investment (ROI) and assess the benefits of getting massive coverage in well-known media publications. By understanding these metrics, businesses can gain valuable insights and make more informed decisions about their own PR investments and campaigns.

Brand24 offers a free 14-day trial with no card details required.

Overall, evaluating the success of a PR campaign is an important step for businesses to undertake in order to identify what strategies and tactics will help them achieve their desired objectives. Different evaluation techniques such as surveys, social media mentions, content analysis, and online metrics can be used to measure the success of a PR campaign, giving a business an understanding of how its audience responded to it and providing valuable insights into its progress towards its goals.

As such, PR evaluation is a key element in evaluating the PR of any PR initiative, enabling businesses to accurately assess their returns on investment and make informed decisions about their campaigns.

Frequently Asked Questions

Why is pr evaluation important.

PR evaluation is important as it allows you to determine whether your initiatives are successful, identify areas that require improvement, and ensure that the resources deployed have been maximized. Evaluation will also provide valuable feedback, which can be used to inform future marketing strategies.

What are the five levels of evaluation of any PR plan?

When evaluating a PR plan, it is important to consider all five evaluation levels, which include Output, Outreach, Outcome, Outgrowth, and Outperform. Each level provides insight into the effectiveness of the public relations activities and strategies used, enabling organizations to ensure they are meeting their campaign objectives.

What do you mean by PR?

Public relations is an important strategic communication process that builds mutually beneficial relationships between organizations and their public. By establishing trust, credibility, and understanding between the two, PR specialists work to ensure that organizations maintain a positive image, reputation, and rapport with their stakeholders.

What does evaluation mean in public relations?

Evaluation in Public Relations is the process of assessing the success of a PR team, campaigns, and initiatives to strategize for the future effectively. It involves measuring the effectiveness of campaigns and using data to determine whether an approach needs to be adjusted or changed entirely. Through evaluation, PR professionals can ensure that their strategies are always on target with goals and objectives.

What are the elements of evaluation in public relations?

Evaluating public relations initiatives’ success involves combining multiple qualitative and quantitative methods, such as surveys, interviews, focus groups, systematic observation, participant observation, case studies, market surveys, website analytics, and media analysis.

A thorough assessment of the effectiveness of earned media enables an organization to make data-driven decisions on its PR strategy .

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DOI: 10.33327/ajee-18-7.3-a000311
Corpus ID: 270634796

RELIGIOUS SLAUGHTER AND ANIMAL WELFARE: A COMPARATIVE LEGAL STUDY OF KAZAKH AND EUROPEAN LEGISLATIONS

Alisher Anar Abaikhankyzy Mukasheva , Serikbolovich Ibrayev , +2 authors Nursultan Ybyray
Published in Access to Justice in Eastern… 17 June 2024
Law, Environmental Science

18 References

Religious slaughter: promoting a dialogue about the welfare of animals at time of killing, the legal regulation of non-stun slaughter: balancing religious freedom, non-discrimination and animal welfare, ritual slaughter and the freedom of religion, religious slaughter: evaluation of current practices in selected countries., religious slaughter and animal welfare : a discussion for meat scientists, welfare of cattle at slaughter, ritual slaughter case: the court of justice and the belgian constitutional court put animal welfare first, a re-evaluation of the need to stun calves prior to slaughter by ventral-neck incision: an introductory review, eweida and others v united kingdom, related papers.

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COMMENTS

The Communicator's Guide to Research, Analysis, and Evaluation
This Guide is presented by the IPR Measurement Commission. The Communicator's Guide to Research, Analysis, and Evaluation was created to help public relations leaders understand how they can apply data, research, and analytics to uncover insights that inform strategic decision making, improve communication performance, and deliver meaningful ...
Research in Public Relations A review of the use of evaluation and
The importance of research by public relations practitioners has been highlighted by leading scholarsin most developed countries. However, studies show that the use of research by practitionersis ...
PDF Public Relations Research for Planning and Evaluation
in Public Affairs, The Institute for Public Relations, University of Florida, P.O. Box 118400, Gainesville, Florida 32611-8400. (Also available at www.instituteforpr.com) Toward An Understanding of How News Coverage and Advertising Impact Consumer Perceptions, Attitudes and Behavior, The Institute for Public.
PDF Evaluating Public Relations
A Best Practice Guide to Public Relations Planning, Research and Evaluation ... Public relations--Evaluation--Case studies. I. Noble, Paul, 1955- II. Title. HD59.W325 2007 659.2--dc22 2007026140 ... been identified as an important value of theory for use by the practi-tioner. Whether objective knowledge can be obtained, in the style of
Public Relations Research: The Key to Strategy
8.3 Types of Research. Research in public relations management requires the use of specialized terminology. The term primary research The collection of unique data, normally proprietary, that is firsthand and relevant to a specific client or campaign. It is often the most expensive type of data to collect. is used to designate when we collect unique data in normally proprietary information ...
Evaluating public relations: a best practice guide to public relations
It takes a very broad overview of the subject, embracing the development of the theory of evaluation in the context of PR's evolution; the processes involved in evaluation; how the architects of recent evaluation models have refined the work of predecessors; and the practical application of evaluation through examples.
8.1: Importance of Research in Public Relations Management
8.1: Importance of Research in Public Relations Management. If you previously ascribed to the common misconception that public relations is a simple use of communication to persuade publics,Bowen (2003), pp. 199-214. you might be surprised at the important role that research plays in public relations management.Bowen (2009a), pp. 402-410.
THE MEASUREMENT AND EVALUATION OF PR COMMUNICATION
growing demand, public relations measurement and evaluation is growing in sophistication. Today, there is recognition that public relations programs can be measured and that there is value in doing so. Industry research suggests that the most common public relations measurement technique currently being used is 140
Measurement and Evaluation in Public Relations
D. W Stacks suggested two types of evaluation during the public relations campaign process: formative evaluation and summative evaluation. Summative evaluation at the end of the campaign measures the results of the program and whether the campaign's objectives are successfully achieved. Qualitative research is widely used in public relations ...
A systematic review of 40 years of public relations evaluation and
This study employs a systematic approach to explore the current state of knowledge through journal analysis of public relations evaluation and measurement research. A total of 324 journal articles, published from 1975 to 2015 in 12 selected journals from the field of public relations and communication management, have been systematically reviewed.
An Empirical Investigation of Public Relations Roles: A Case Study of
Public relations is essential in helping to develop, shape, maintain and manage relationships between an organisation and its publics. However, for that to occur PR must play a strategic/managerial role. It is only when the practitioner is involved in strategic management and engages in managerial activities, can PR really excel and add real value to the organisation. The present study ...
PDF MEJO 531.3 Case Studies in Public Relations
By the end of the semester - through numerous PR case studies from the textbook and "in the news," and two major case analyses - you will be equipped to: Fully understand the public relations process. Critique different approaches to PR research, strategy, execution and evaluation. Consider public relations theories, communication ...
The Importance of Research in Public Relations
24 The Importance of Research in Public Relations . Research is a crucial component of the public relations process. There are several key reasons why research is so important. First, research allows us to develop a PR strategy.For example, in our cookie example, research allows us to develop a strategy for one of our key publics with nostalgia as a main focus.
PDF Kwamena Kwansah-Aidoo Swinburne University of Technology, Melbourne
with the place/role of research in public relations practice on the continent. In the particular case of Ghana, the only previous study that made some reference to the role of research in public relations was conducted by Gyan (1991) who noted that research has often times been ignored for want of time and resources.
Public Relations Research Library
Research published by IPR is read by a diverse global audience of public relations practitioners, academics, students, and colleagues working in client companies. IPR funds high-quality research on topics relevant to current practice and in public relations education. Research results of IPR-supported studies are published on this website.
Public Relations Evaluation
Public Relations Evaluation. Evaluation is a management tool that allows the user to establish whether a project or campaign has had its intended effect. Effective evaluation is at the center of any public relations effort and should be a basic element of any planned public relations action. In reality, however, evaluation is often overlooked ...
Public Relations Metrics: Research and Evaluation
The book also gives some examples of research projects and the case study on London's bid to hold the 2012 games should draw in the most reluctant student researcher. The case applied a specific measurement tool developed by consultancy I to I's Claire Spencer, to measure the impact and influence of PR on the Games bid.
Importance of research and evaluation in public relations
View PDF. Importance of research and evaluation in public relations Research provides us with information to help us make decisions in organizations. For one to conduct a successful research that would be of benefit to the organization one has to make several considerations that include planning. Research planning entails a clear analysis of ...
(PDF) Public Relations Research and Planning
Public relations practices: Managerial case studies and problems, 7th edition. Upper Saddle River, NJ: Pearson Prentice Hall. Best practices in public relations research.
Evaluating Public Relations Effectiveness in A Health Care ...
communication audit concept followed by a case study based on an audit conducted for a small, multicultural non-profit health-care ... importance of evaluation in all aspects of public relations, ... research and public relations" (Jones, 1975, p. 7). This article provided an introduction to readers of the "new"
PDF Research and Evaluation of PR in Organisations
Primary research is the most expensive and requires the most expertise, but it is the best measure of the real impact of a public relations effort on stated outcome objectives, such as changes in awareness, attitudes, and behaviour. Probably the most popular evaluation tools used in public relations measure the output objectives.
PR Evaluation: Understanding the Techniques & Metrics
Evaluation techniques are used to assess the success of a PR campaign, measure the impact of the strategy, and identify areas for improvement. Several evaluation techniques are used in PR to measure the success of a PR campaign, including surveys, media content analysis, and online metrics. The triangulated research approach uses multiple ...
What Is Evaluation?: Perspectives of How Evaluation Differs (or Not
Source Definition; Suchman (1968, pp. 2-3) [Evaluation applies] the methods of science to action programs in order to obtain objective and valid measures of what such programs are accomplishing.…Evaluation research asks about the kinds of change desired, the means by which this change is to be brought about, and the signs by which such changes can be recognized.
[Pdf] Religious Slaughter and Animal Welfare: a Comparative Legal Study
Methods: This study employed various methodologies, utilising both theoretical and empirical approaches. These methodologies encompassed the comparative legal method, which allowed the authors to analyse and research foreign experience in animal rights protection to pinpoint the most important features applicable to Kazakh legislation.