Measurement of pr effectiveness during the era of social media
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Keywords:
Public Relations, PR effectiveness, PR measurement, Social Media, evaluation of PR, PR efficiency, Public Relations campaign,Abstract
This article discusses the possible tendencies in the measurement issues of Public Relations campaigns, especially by using Social Media opportunities. Since many companies/institutions do PR campaigns spending their time, budget and efforts in order to gain avorable status in the society or to earn financial benefits, they certainly want to see to what extent their «drive» was successful or to learn the made mistakes, at least, to correct them in next stages and/or approaches. Currently, lots of huge business companies, educational institutions, and government organizations are using social media. However, their participation in the web is explained that they join to such kinds of networks mostly in order to be recognized among the people. Each activity in business companies, where PR does not constitute an exception, has to justify its existence and prove its purposefulness in this intensive world. This certainly requires the efficiency of PR campaigns to be measured on visible figures Through the messages, author tries to suggest some optimal methods of measure the efficiency of PR activities through the data given in social networks, which would be helpful for practitioners in this field, and the consumers.References
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2 Michaelson D., Stacks D. Standardization in Public Relations Measurement and Evaluation [electronic resourse] / Public Relations
Journal. Spring – 2011 – http://www.prsa.org/intelligence/businesscase/measurementstandarization/coalitionprresearch/standardscommlifecycle/
standardizaton%20in%20public%20relations%20measurement%20and%20evaluation%20published.pdf
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4 Seltzer T., Mitrook M. The dialogic potential of weblogs in relationship building / Public Relations Review. Volume 33, Issue 2. – 2007. pp. 227–229.
5 Grunig E.J. Washington reporter publics of corporate public affairs programs / Journalism Quarterly. ) – № 60. – pp. 603-615
6 Тухватулина JI.P. Принципы классификации моделей коммуникации
/ Вестник Томского государственного педагогического университета.
2006. – №7, – С.49-53.
7 Pavlik J. Public relations: What research tell us. Newbury Park, CA: Sage. 1987 8 Рыбакова . В чем меряют PR?[электронный ресурс]/
Альманах «Лаборатория рекламы, маркетинга и PR» – 2004 –
http://www.advlab.ru/articles/article289.htm
9 Hon Ch. What have you done for me lately? Exploring effectiveness in public relations / Journal of Public Relations Research.
Lawrence Erlbaum Associates, Inc.,1997. – № 9(1) – pp. 1-30
10 Torossian R. For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations. BenBella Books Inc., 1st ed. – 2011
11 Campbell C. B. Does public relations affect the bottom line? / Public Relations Journal. 1993. – № 49(10) – pp. 14-17
12 Lindenmann W. Guidelines and Standards for Measuring the Effectiveness of PR Programs and Activities [electronic resourse]
// Site of institute for public relations.- 2011. – http://www.instituteforpr.org/research/measurement_and_evaluation/P10/
13 Weiner M. A Trio of Tests: Opportunities for the Asking / Public Relations Strategist. Spring, 2007.
14 Горохова А.С. Оценка эффективности в практике работы
российских специалистов PR [Электронный ресурс] // Элитариум
: центр дистанционного образования : [сайт].
– СПб., 2011. – URL: http://www.elitarium.ru/2010/12/23/ocenka_
jeffektivnosti_pr.html (05.11.11).
15 Botta. R. Measurement in Public Relations/Electronic surveys and measurements. Denver, 2007. – pp.153-169
16 Williams, L. Communication research, measurement and evaluation: A practical guide for communicators. San Francisco,
CA: International Association of Business Communicators. 2003.
17 Michaelson, D., & Macleod, S. The application of «best practices» in public relations
18 measurement and evaluation systems [electronic resourse] // Public Relations Journal. 2007. – №1. – pp. 1-14. Retrieved from
www.prsa.org/prjounal/fall07.htms
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How to Cite
Bayimbetov, B., & Saudbayev, M. (2016). Measurement of pr effectiveness during the era of social media. Herald of Journalism, 36(2). Retrieved from https://bulletin-journalism.kaznu.kz/index.php/1-journal/article/view/272
