Abstract

A study on the perception of Korean PR practitioners about PR effectiveness measurement: Co-orientation between PR company practitioners and clients

Park, Jung-Sun, M.A.Dept. of Advertising & Public Relations Team DHC KOREA
Jo, Jung-Yul, Ph.D.Assistant Professor Dept. of School of Communication Sookmyung Women's University

PR, without measurable outcome, is being challenged more and more to prove its accountability. To address the field-wide dilemma, this study administers two survey methods. The pre-test is about current situation of PR effectiveness measurement. The main survey investigates the comparative views and perception of PR company practitioners and clients on PR effectiveness measurement. Three key concepts of co-orientation model: agreement, congruence and accuracy are tested to better compare practitioners and clients on the issue of measurement. Though practitioners' view on the future of measurement is not negative, it was obvious that measurement is talked about much more than is being done, the analysis shows. Discrepancy between practitioners and clients was clear in a few dimensions including necessity and future outcome as well as evaluation on each other. To promote mutual understanding, this research discusses implications for future measurement practice from the context of client-practitioners perspective.

Key Word: PR effectiveness measurement, PR company practitioners, clients, co-orientation