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Peer reviewed Peer reviewed
ERIC Number: EJ547150
Record Type: Journal
Publication Date: 1997
Pages: N/A
Abstractor: N/A
ISSN: ISSN-0363-8111
A Balanced Scorecard Approach to Public Relations Management Assessment.
Fleisher, Craig S.; Mahaffy, Darren
Public Relations Review, v23 n2 p117-42 Sum 1997
Describes a new managerial approach to assessing public relations/communications (PR/C) performance using a "balanced scorecard." Reviews the current state of PR/C management assessment; illustrates the balanced scorecard framework; highlights its strengths and weaknesses; describes the process of applying the scorecard to PR/C units; and provides sample applications for use in managing organizational PR/C communications. (PA)
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A