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Mätning och utvärdering av PR-arbete - en litteraturstudie
2003 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

This paper is a literature study about evaluation and measurement of PR-practice. Besides the more basic chapters about public relations and research methodology, it deals with the guide-lines that are available regarding the measurement of PR-effects and it also brings up a ”pilot” method for measuring relationships, that has been developed. Furthermore, I have looked at problems, methods, the evaluation process concerning PR-evaluation, recent development in the field and wich future challenges that lies ahead. Public relations is a strategic communicative function, whose task it is to create and keep good relationships between one party and its publics. By evaluating their work correctly practitioners can prove that they have reached set objectives and that the PR-function lives up to the expectations of the management. The trade associations (especially in Great Britain and the USA) has concentrated a lot on evaluation the last few years, being assured that it can help increase the legitimacy and status of the function. Without doubt, most things indicate that evaluation is important. For example, research has shown that organizations who use research when evaluating, often are more successful than those who does this to a lesser extent. A conclusion that one undeniably comes to, is that one of the greatest problems regarding evaluation of PR is the difficulty in separating PR-effects from the effects of other factors. How does one prove that a PR-program created effects in a strategic public, without any influ-ence from other communicative activities? Another problem is, how to measure relation-ships. The ”pilot” method that has been developed is only one first step. Further research is necessary to establish the relations between successful PR-programs, good relationships with publics and more effective organizations.

Place, publisher, year, edition, pages
2003. , 63 p.
Identifiers
URN: urn:nbn:se:kau:diva-57367Local ID: MKV C-32OAI: oai:DiVA.org:kau-57367DiVA: diva2:1121978
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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  • apa
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  • de-DE
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  • nn-NB
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