Liking Evaluation of Public Relations Programmes to Efficiency of Measurement Approaches Applied
Date
2016-06
Authors
Kabucua, John Mutugi
Kiambati, Kellen Kathuure
Oriaso, Silas Odongo
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Innovative and Research Development
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.
Description
Keywords
Measurement approaches, evaluation of public relations, standards, efficiency, theoretical review of existing literature
Citation
International Journal of Innovative and Research Development, June, 2016 Vol 5 Issue 7