International Journal of Innovative Research and Development

Open Access Open Access  Restricted Access Subscription Access

Liking Evaluation of Public Relations Programmes to Efficiency of Measurement Approaches Applied


Affiliations
1 Department of Human Resource, School of Business, Karatina University, Kenya
2 Department of Communication, School of Journalism, University of Nairobi, Kenya
3 Department of Human Resource, School of Business and Economics, Karatina University, Kenya
 

This study reviews the existing literature relevant to measurement approaches and evaluation of Public Relations programmes. The study examines and in brief explores efficiency of measurement approaches in evaluation of Public Relations. The key measurement approaches identified and discussed are Reach and Impression, Opinion and advocacy, Return on investment, and Advertising Value Equivalents.


Keywords

Measurement Approaches, Evaluation of Public Relations, Standards, Efficiency, Theoretical Review of Existing Literature.
User
Notifications
Font Size

Abstract Views: 145

PDF Views: 1




  • Liking Evaluation of Public Relations Programmes to Efficiency of Measurement Approaches Applied

Abstract Views: 145  |  PDF Views: 1

Authors

John Mutugi Kabucua
Department of Human Resource, School of Business, Karatina University, Kenya
Silas Odongo Oriaso
Department of Communication, School of Journalism, University of Nairobi, Kenya
Kellen Kathuure Kiambati
Department of Human Resource, School of Business and Economics, Karatina University, Kenya

Abstract


This study reviews the existing literature relevant to measurement approaches and evaluation of Public Relations programmes. The study examines and in brief explores efficiency of measurement approaches in evaluation of Public Relations. The key measurement approaches identified and discussed are Reach and Impression, Opinion and advocacy, Return on investment, and Advertising Value Equivalents.


Keywords


Measurement Approaches, Evaluation of Public Relations, Standards, Efficiency, Theoretical Review of Existing Literature.