Journal article
Orientations in public relations research and campaign evaluation
Journal of marketing communications, Vol.5(2), pp.85-95
01/01/1999
Abstract
A mail survey (n=300) of public relations practitioners assessed their organizational roles and research practices. Source-oriented measurements, such as message output or favourable media treatment, are performed most frequently. Consumer-or receiver-oriented measurements, which determine message impact on targeted audiences, such as attitude or behaviour change, are performed less frequently. Ironically, practitioners consistently rate the value of source-oriented measures lower than the value of receiver-oriented measures. Communication managers exhibit more sophisticated use of measurement techniques, favouring consumer-or receiver-oriented measures. Communication technicians, conversely, favour source-oriented measures. Practitioners organizational roles emerge as the major determinant of research practices.
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Details
- Title
- Orientations in public relations research and campaign evaluation
- Creators
- Bruce E. Pinkleton - Washington State University, Edward R. Murrow College of CommunicationErica Weintraub Austin - Washington State University, Strategic Communication, Department ofAndrea Dixon
- Publication Details
- Journal of marketing communications, Vol.5(2), pp.85-95
- Academic Unit
- Strategic Communication, Department of
- Publisher
- Taylor & Francis
- Identifiers
- 99901131440501842
- Language
- English
- Resource Type
- Journal article