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PR evaluation: Myth, option or necessity?
Abstract
These authors analyzed the formulation of public relations programs, plans and evaluation techniques at institutions that represent the core of learning for Americans from all walks of life: libraries.“Regardless of the size of the library, or the semi-existence of a budget, librarians should insist on and participate in the development of a formal plant for the public relations program”, they write. “Library public relations needs the organization and focus that a plan can contribute”.The authors conducted a survey in which they found that, while about 60 percent of libraries have a public relations program, only 20 percent have established goals and objectives that constitute a public relations plan. The figures for evaluation of programs and goals are almost as dismal. In response, the authors outline ways in which libraries can develop public relations plans using existing resources and volunteers well-versed in evaluation.
... The author made recommendations which covered policies, technology, website up datedness, internet access among others. Public relation and publicity planning and evaluation by the library management should not be considered as an option (Wylie & Slovacek, 1984) due to the competition, budget cut and other challenges to the survival of the library. The use of social media as a tool to connect, communicates, and builds mutual relationships with their end users to their tech-savvy, are becoming a leading factor in a new era of development for public relations and publicity activities among many profit and non-profit organizations. ...
Current development in information technology and consequent multiplier effect on information resources generation, storage, retrieval, accessibility and so on has thrown huge challenge to the public library as the perceived society's information hub. It therefore becomes necessary for the library to re-strategize so as to maintain relevance. This study employed none probability sampling technique in a survey of 132 users and 10 staff of the Borno state public library, Maiduguri. The aim is to understand the types of public relations and publicity strategies employed by the library.to attract potential users and to retain old clients. Summary of results revealed that the library has no online presence, also, the users rely on friend through word of mouth and self-effort to locate the library. The library employ signage, exhibition and bulletin as major public relation and publicity strategies. It was discovered that low level of awareness is one of the major reason for poor usage of the library by clients. Recommendation were made which should enhance the library's presence and position in the society.
Although analysis of public relations scholarly literature has become an ongoing topic of investigation, there has been little examination of how different areas of public relations have been studied, and no studies specifically on the nonprofit sector. Therefore, this study investigated scholarly articles about nonprofit public relations in the top public relations and international communications journals (n = 206). Employing a quantitative content analysis, we examined the selected articles in terms of theoretical perspectives, research topics, methodologies, data collection and types of nonprofit organizations. We conclude that, despite an overall paucity of published research, the last 6 years has evidenced a notable increase in the number and proportion of scholarly articles about this topic. If scholarly articles published in 2012 are any indication, then the future of scholarly study of nonprofit public relations looks to be more promising than ever.
The need to document resulis and prove that public relations is working has raised interest in recent years in the evaluation stage of the public relations process. Since 1982, for example, evaluation data must be included in all entries in the Silver Anvil competition, the “Academy Awards” of public relations.
On the assumption that Silver Anvil winners represent some of the nation's best public relations work, this paper reports a critical analysis of the evaluation methods used by the 58 Silver Anvil winners for 1984 and 1985. An empirical typology of 12 evaluation methods is developed, and the usage of various methods measured. The methods and their use are critiqued according to criteria for causality established by Lazarsfeld.
A great deal of evaluation activity may be found among the Silver Anvil winners. Winners typically employ packages of three or four different evaluation methods, including a mix of measures of communication output, communication effect, and organizational goal achievement. But the specifity of data varies widely, including substantial amounts of purely anecdotal or impressionistic information. Many of the measurements employed are concerned with the public relations instead of bottom-line results. Moreover, only 43 of the 58 cases either show or claim organizational goal achievement, and of these, only 13 can be said to even partially meet Lazarsfeld's criteria.
It is concluded that the level of quality of evaluation activaty in public relations practice is far lower than the level of quantity. Considerable improvement is needed if public relations is to claim that it can both get results and prove it.
This study presents the results of three surveys of the use of formal research and evaluation techniques by public relations practitioners. Over one-half of the respondents reported using formal research or evaluation in the last year. The most popular techniques were in-depth interview or focus group, formal clipping analysis and formal public opinion survey. Practitioners who highly valued research were those most likely to conduct research. The discussion includes implications for the use of research by practitioners and educators.
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