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

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    Date
    2016-06
    Author
    Kabucua, John Mutugi
    Kiambati, Kellen Kathuure
    Oriaso, Silas Odongo
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    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.
    URI
    https://karuspace.karu.ac.ke/handle/20.500.12092/2152
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    • Department of Human Resources Development [26]

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