Institute for Public Relations

This paper details the development of a new way of measuring public relations effectiveness. It focuses on the impact of public relations programming on the quality of the relationship between an organization and its publics by using established relationship measures within a coorientational framework. Unlike previous approaches, this paper outlines an integrated approach that will attempt to include both parties (the organization and the public) in an evaluation of the organization-public relationship (OPR) by combining the coorientational methodology advocated by Broom and Dozier (1990) with the relational dimension measures proposed by Hon and Grunig (1999).