Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work
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 use...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2020-03-01
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| Series: | Marketing of Scientific and Research Organizations |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/minib-2020-0012 |
| _version_ | 1797229613844267008 |
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| author | Szuba Przemysław Tworzydło Dariusz |
| author_facet | Szuba Przemysław Tworzydło Dariusz |
| author_sort | Szuba Przemysław |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-24T15:15:23Z |
| format | Article |
| id | doaj.art-d59d68cebf864dc88fd1329cce4b9445 |
| institution | Directory Open Access Journal |
| issn | 2353-8414 |
| language | English |
| last_indexed | 2024-04-24T15:15:23Z |
| publishDate | 2020-03-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Marketing of Scientific and Research Organizations |
| spelling | doaj.art-d59d68cebf864dc88fd1329cce4b94452024-04-02T09:29:28ZengSciendoMarketing of Scientific and Research Organizations2353-84142020-03-0135110912910.2478/minib-2020-0012Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional WorkSzuba Przemysław0Tworzydło Dariusz1Exacto sp. z o.o., PolandUniversity of Warsaw, Department of Social Communication and Public Relations, PolandThe 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.https://doi.org/10.2478/minib-2020-0012public relationsmeasurement of the effects of pr activitiesmedia monitoringquantitative and qualitative researchchallenges of the pr industry |
| spellingShingle | Szuba Przemysław Tworzydło Dariusz Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work Marketing of Scientific and Research Organizations public relations measurement of the effects of pr activities media monitoring quantitative and qualitative research challenges of the pr industry |
| title | Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work |
| title_full | Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work |
| title_fullStr | Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work |
| title_full_unstemmed | Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work |
| title_short | Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in their Professional Work |
| title_sort | methods of measuring the effects of public relations activities applied by pr specialists in their professional work |
| topic | public relations measurement of the effects of pr activities media monitoring quantitative and qualitative research challenges of the pr industry |
| url | https://doi.org/10.2478/minib-2020-0012 |
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