![]() Using a responsive interviewing method, nine senior New Zealand practitioners were asked about how they approach evaluation in their practice, and what value it brings to their practice. The aim of this research is to develop a deeper understanding of practitioners’ personal experience of evaluation. However best practice models and recommendations from professional bodies for assessing the value of public relations have moved from a functional, outputs focused emphasis to an increased awareness of the complexity of the attitudinal and behavioural outcomes of communication. ![]() International research finds that practitioners and clients tend to judge the success of public relations activity primarily by measuring the amount of media coverage in preference to evaluating psychological or behavioural change. Evaluation is a highly topical issue amongst practitioners as a result of the increasing pressure for public relations to prove its value. The aim of this research is to examine New Zealand public relations practitioners’ perception and application of evaluation in their practice. In a scientific sense, the questionnaire can be used to examine the impact of various aspects of organizational behaviour on the quality of the work of the PR department, as well as the impact of the quality of the work of the PR department on different aspects of financial and organizational performance. The basic practical application of the questionnaire involves evaluating PR department according to the set items and dimensions. The questionnaire can be widely applied, both in practical terms and in a theoretical (scientific) sense. The dimensions are as follows: ethical and responsible action, proactive and quality action, strategic and effective action, media relations and internal public relations. The questionnaire consists of 5 dimensions and 16 items. As a result of these procedures and analysis, a questionnaire was prepared for measuring the quality of the work of the PR department in organizations. For this purpose, the necessary research was carried out with experts in the field of public relations, and the statistical methods of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used. This paper presents the development of a questionnaire for measuring the quality of the work of the PR department (office, sector) in organizations.
0 Comments
Leave a Reply. |