In order to answer the question — “How can PR practitioners begin to pinpoint and document for senior management the overall value of public relations to the organization as a whole?” — different tools and techniques are needed. The authors have found through their research that perceptions regarding an organization”s longer-term relationships with key constituencies can best be measured by focusing on six very precise elements or components of relationships discussed in this paper.
Guidelines for Measuring Relationships in Public Relations
Authors: Linda Childers Hon and James E. Grunig (November 1999)
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