Liking Evaluation of Public Relations Programmes to Efficiency of Measurement Approaches Applied
Kabucua, John Mutugi
Kiambati, Kellen Kathuure
Oriaso, Silas Odongo
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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.