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Authors
Affiliations
1 Department of Human Resource, School of Business, Karatina University, KE
2 Department of Communication, School of Journalism, University of Nairobi, KE
3 Department of Human Resource, School of Business and Economics, Karatina University, KE
Source
International Journal of Innovative Research and Development, Vol 5, No 7 (2016), Pagination: 246-249
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.
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