Evaluation in PR through current methods and performance indicators. Future trends
DOI:
https://doi.org/10.26458/jedep.v6i3.543Keywords:
PR evaluation, communication campaign, Advertising Equivalency Value (AEV), the value of public relations, the principles of BarcelonaAbstract
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?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
Additional Files
Published
How to Cite
Issue
Section
License
Journal of Economic Development, Environment and People by Authors is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at http://ojs.spiruharet.ro/index.php/jedep/issue/archive.
