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ERIC Number: ED399595
Record Type: Non-Journal
Publication Date: 1996-Aug
Pages: 54
Abstractor: N/A
Reference Count: N/A
"What Have You Done for Me Lately?": Exploring Effectiveness in Public Relations.
Hon, Linda Childers
Little academic research has examined what public relations actually does for an organization. A study explored definitions of effectiveness in public relations and the value of effective communication. Interviews with 32 practitioners and 10 organization heads revealed numerous definitions of effectiveness, most having to do with achieving objectives for communication programs. The organizations for which these practitioners work include corporations, nonprofits, government, associations, and public relations agencies. Information is anecdotal and represents a breadth of perspectives. Some of the respondents included an adjunct professor who mentioned that effectiveness in employee relations makes money for organizations by improving job satisfaction and productivity, a publications manager for a state university who believed that her internal communications efforts have boosted job satisfaction and morale, and a director of development and alumni relations for a state university who argued that the visibility generated by effective public relations advances her department's goals. Other examples of effective programs uncovered are those whose respondents believe that public relations brings value by helping organizations survive when threatened, making money by fostering good relationships with key publics, and saving money through preventive media relations. One executive argued that the communication function could be elevated by better conveying the power and value of public relations in helping organizations move toward their goals. (Contains 60 references.) (Author/NKA)
Publication Type: Reports - Research; Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A