Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work

Szuba Przemysław () and Tworzydło Dariusz ()
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Szuba Przemysław: Exacto sp. z o.o., Poland
Tworzydło Dariusz: University of Warsaw, Department of Social Communication and Public Relations, Poland

Marketing of Scientific and Research Organizations, 2020, vol. 35, issue 1, 109-129

Abstract: The purpose of the article is to identify the ways in which Polish PR specialists measured the effects of their own activities in the last year and to analyze the universality of application of specific solutions. A comparative analysis was also conducted based on available research on the tools used by PR consultants. The research was conducted by means of an auditorium questionnaire during the Congress of Public Relations Professionals in 2019. The research sample was comprised of representatives of various organizations operating on the Polish market, 253 respondents in total. Analyses have shown that the use of broadly understood media monitoring is key support for people who build reliable relationships with the environment on a daily basis. It should be noted that the PR industry remains strongly committed to using the AVE indicator, despite the fact that both global and domestic industry organizations are seeking to limit its role in measuring PR effects.

Keywords: public relations; measurement of the effects of PR activities; media monitoring; quantitative and qualitative research; challenges of the PR industry (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:35:y:2020:i:1:p:109-129:n:6

DOI: 10.2478/minib-2020-0012

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