Orientations in public relations research and campaign evaluation

Abstract

A mail survey (n=300) of public relations practitioners assessed their organizational roles and research practices. Source-oriented measurements, such as message output or favourable media treatment, are performed most frequently. Consumer-or receiver-oriented measurements, which determine message impact on targeted audiences, such as attitude or behaviour change, are performed less frequently. Ironically, practitioners consistently rate the value of source-oriented measures lower than the value of receiver-oriented measures. Communication managers exhibit more sophisticated use of measurement techniques, favouring consumer-or receiver-oriented measures. Communication technicians, conversely, favour source-oriented measures. Practitioners organizational roles emerge as the major determinant of research practices.