Evaluation in PR through current methods and performance indicators. Future trends

Authors

  • Elena Gurgu ''Spiru Haret University''
  • Aristide Cociuban Spiru Haret University

DOI:

https://doi.org/10.26458/jedep.v6i3.543

Keywords:

PR evaluation, communication campaign, Advertising Equivalency Value (AEV), the value of public relations, the principles of Barcelona

Abstract

Abstract: In today's economic environment, deeply marked by a crisis whose impact continues to spread, there is talk of efficiency. Society efficiency as well as efficiency at company and individual level. Efficiency in the field of public relations professionals is done by evaluating the work done.Although the evaluation is not a new chapter of the communication plan, generated by the economic crisis, but a compulsory one, irrespective of the external environment, we are seeing an increased pressure in this regard. The "client" - the one who runs a campaign - now wishes, more than ever, to know what impact the money has been on. Although the PR world is a complex one, which is generally based on purely creative concepts, in the evaluation the "client" wishes to simplify to the fullest extent of all syllogisms and, finally, a clear answer to one question: what impact did the sum have invested in communication activities?

Author Biographies

Elena Gurgu, ''Spiru Haret University''

Faculty of Economic Sciences -Associate Professor PhD 

Aristide Cociuban, Spiru Haret University

Faculty of Economic Sciences, Associate Professor PhDS.Evaluation in PR through current methods and performance indicators. Future trends

References

Balaure, V. (coordonator) , Marketing , Editia a II-a revazuta si adaugita,Ed. Uranus, Bucuresti, 2002, p. 518

Clow, K.E., Baack, D., Integrated advertising, promotion, and marketing communications, Ediția a III-a, Ed. Pearson/Prentice Hall, 2007, p. 198

Clow, K.E., Baack, D., Integrated advertising, promotion, and marketing communications, Ediția a III-a, Ed. Pearson/Prentice Hall, 2007, p. 199 - 204, p. 243-244

Coman Cristina, Relaţii publice şi Mass-Media , Editura Polirom, Iaşi, 2000

Coman Cristina, Relaţii publice, principii şi strategii, Editura Polirom, Iaşi, 2001

Dagenais Bernard, Profesia de relaţionist, Editura Polirom, Iaşi, 2002

Dagenais Bernard,Campania de relaţii publice, Editura Polirom, Iaşi, 2003

Danciu, V., Marketing Internațional. Provocari și tendințe la inceputul mileniului trei, Ed. Economica, 2005, p. 322

De Fleur, Melvin, Teorii ale comunicării în masă, Editura Polirom, Iaşi, 1999

De Pelsmacker, P., Geuens, M., Marketing communications: a european perspective, Ed. Prentice Hall, 2004, p. 181, p.222

Ivanovic, A., Collin, P.H., Dicționar de marketing englez-roman, Ediția a II-a, Ed. Niculescu, 2006, p. 338

Kitchen, P.I., De Pelsmacker, P., Integrated marketing communication: a primer, Ed. Routledge, 2004, p. 33

Kotler, Ph., Marketing Management Millenium Edition, Ediția a X-a, Ed. Prentice-Hall, 2000, p. 281, 282

Lazăr Vlăsceanu şi Cătălin Zamfir (coord.), Dicţionar de sociologie, Bucureşti, Editura Babel, 1993

Le Bon Gustave, Psihologia mulţimilor, Editura Anima, Bucureşti

Lodish, L.M., "The Advertising and Promotion Challenge. Vaguely Right or Precisely Wrong?", 1986, p. 18, in Popescu, I.C., "Comunicarea in Marketing", Ed. Uranus, 2003, p. 118

Mihai Coman, Introducere în sistemul mass media, Editura Polirom, Iaşi, 2004

Moldoveanu Maria, Dorina Miron , Psihologia Reclamei, Editura Libra, Bucureşti, 1996

Paetzel, H.W., Complete multilingual dictionary of advertising, marketing and communications english, french, german, Ed. NTC Publishing Group, 1984, p. 352

Patrick d’Humieres, Management de la communicaţion d’enterprise , Editura Eyroles, Paris , 1993

Petrescu, D.C., Creativitate și investigare in publicitate, 2002, p. 33, 72, 75

Pop Doru, Introducere în teoria relaţiilor publice, Editura Dacia, Cluj Napoca, 2000

Popescu Florin Cristian, Dicţionar de jurnalism - relaţii publice şi publicitate, Editura Tritonic, Bucureşti, 2002

Popescu, I.C., Comunicarea in Marketing, Ediția a II-a revazuta și adaugita, Ed. Uranus, 2003, p. 19,20,86,116, 122

Runcan, Miruna, A patra putere: legislaţie şi etică pentru jurnalişti, Cluj, Editura Dacia, 2002

Russel Thomas, Lane Roland, Manual de publicitate, Editura Teora, Bucureşti, 2003

Russel, L.T., Lane, W.R., Manual de publicitate: Kleppner's advertising procedure, Ed. Teora, 2002, p. 190 – 191

Scott Cutlip şi colaboratorii, Effective Public Relaţions, New Jersey, Prentince Hall, 1994

Shimp, T.A., Advertising promotion: supplemental aspects of integrated marketing communications, Ediția a VI-a, Ed. South-Western, 2003, p. 231, p. 372, 375, 376, p. 378

Stancu Valentin, Relaţii publice, succes şi credibilitate, Editura Teora, Bucureşti, 1998

Şerb Stancu, Relaţii publice şi comunicare, Editura Teora, Bucureşti, 2001

Veghes Ruff Iulian, Grigore Bogdan, Relaţiile publice şi publicitatea online, Editura Polirom, Iaşi, 2003

Viezuina, V., Publicitatea și reclama, aparut in Tribuna Economica, v. 17, nr. 44, 2006, p. 59-60, p.62

www.amecorg.com/amecframework/

www.amecorg.com/how-the-barcelona-principles-have-been-updated/

www.wadds.co.uk/2016/03/02/30-alternative-public-relations-metrics-ave/

www.pr-romania.ro/articole/cercetare-si-evaluare.html

www.pr-romania.ro/dezbateri/dezbateri-actuale/masurare-si-evaluare-in-pr/1894-pr-measurement-needs-more-in-house-pr-activists-to-start-a-conversation-with-their-bosses-on-what-best-defines-the-pr-success-a-talk-to-katie-delahaye-paine.html

www.anpcnet.ro/ro/wp-content/uploads/manual/legislatie/LEGEA-148-2000.pdf

www.businessmagazin.ro/media-marketing/mai-multa-publicitate-la-tv.html

www.cna.ro/Legea-audiovizualului-nr-504-2002.html

www.cna.ro/Legea-nr-148-din-26-iulie-2000.html ;

www.iqads.ro/dictionar/clutter.html

Downloads

Published

2017-09-30

Issue

Section

Articles