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Article
Publication date: 1 March 1998

Walter K. Lindenmann

This paper discusses a strategic approach to the measurement of public relations results — the Ketchum Effectiveness Yardstick concept — developed by the author as a planning tool…

410

Abstract

This paper discusses a strategic approach to the measurement of public relations results — the Ketchum Effectiveness Yardstick concept — developed by the author as a planning tool that organisations can use to measure and evaluate the overall impact of their various communications programmes and activities.

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Journal of Communication Management, vol. 3 no. 1
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 1 July 2001

Glen T. Cameron, Fritz Cropp and Bryan H. Reber

Prevailing thought in academia holds that the ideal model of public relations is two‐way symmetrical. In this model, communication flows both ways between an organisation and a…

2024

Abstract

Prevailing thought in academia holds that the ideal model of public relations is two‐way symmetrical. In this model, communication flows both ways between an organisation and a public while both are prepared to change their own behaviour. The result is posited as the most professional, ethical and effective practice. Contingency theory offers qualifications and reservations of excellence theory. One qualification is that dialogue between an organisation and a public may not be allowed for a number of reasons, such as legal constraints or moral convictions against compromising with a public. To build the contingency theory from the ground up, top practitioners are interviewed to learn whether six such proscriptive factors ring true in their experience. The implications of the findings for practitioners, educators and those interested in theories that help define professional practice in public relations are discussed.

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Journal of Communication Management, vol. 5 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 1 July 2004

Jim R. Macnamara

Research is recognised as an essential part of planning and evaluation in most areas of marketing and corporate communication, including advertising, direct marketing and…

8838

Abstract

Research is recognised as an essential part of planning and evaluation in most areas of marketing and corporate communication, including advertising, direct marketing and, increasingly, public relations and corporate communication disciplines such as employee communication and community relations. Understanding of audience interests, awareness, perceptions and information needs is critical to strategic planning of communication campaigns. Secondly, identification and quantification of changes in awareness, perception and, ultimately, behaviour is necessary to evaluate objectively the effectiveness of communication (ie the outcomes or results). Nowhere is research more important than in multicultural and cross‐cultural communication. International relations began with human migrations and trade and reach new levels today with globalisation, corporations, organisations and governments increasingly seeking to create consistencies and shared values across divergent cultural groups. They seek to create consistencies and shared values in relation to products (eg Coca‐Cola, IBM, McDonalds), policies (eg trade agreements) and in popular culture such as films, television programmes and news media. Social rules and shared values, ie the culture of communities, affect organisations seeking to communicate multiculturally and cross‐culturally at two levels. First, the “home” culture of the organisation wishing to communicate shapes policies, plans and products that are produced. Secondly, the cultures of audiences inform and substantially shape their interpretation and use of information. Often, multicultural and cross‐cultural communication is a case of “Chinese whispers” on an international scale. What one says or shows is frequently not what others hear or see. Studies cited in this paper show that culture is a vitally important factor in communication. Yet, companies and even governments attempt communication with little understanding of audiences which they wish to reach and with which they wish to build relationships and understanding. This paper examines cultural considerations specifically in the field of public relations and corporate communication in the Asia Pacific region which is comprised of a diverse range of cultures and has been identified as the largest market in the world. Thus, it is increasingly a focal point of global communication campaigns.

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Journal of Communication Management, vol. 8 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 5 May 2020

Jim Macnamara

This paper aims to explore the evaluation theory in a field closely related to corporate communication and public relations (PR) as well as in other disciplines and argues that…

448

Abstract

Purpose

This paper aims to explore the evaluation theory in a field closely related to corporate communication and public relations (PR) as well as in other disciplines and argues that embracing the evaluation theory more broadly can break the “stasis” and “deadlock” identified in evaluation of corporate communication and PR. Specifically, this analysis seeks to show that a transdisciplinary approach can contribute to standards and demonstration of impact – two long-sought goals in evaluation of corporate communication and PR – as well as inform methodology.

Design/methodology/approach

Critical analysis is applied to review the evaluation theory in a number of fields, including international development, public administration, management and health communication, compared with major frameworks, models and methods used for evaluation of corporate communication and PR.

Findings

This analysis shows that the evaluation theory in other fields and related theory of change, program theory and program logic models can contribute to advancing evaluation of corporate communication and PR in three ways: identifying standards in terminology and approaches, shifting focus from activities and outputs to outcomes and impact and applying appropriate and rigorous methodology.

Research limitations/implications

While this paper does not present new empirical data, it expands the theoretical perspectives, models and methods applied to the evaluation of corporate communication and PR and identifies new directions for research.

Originality

As well as expanding the evaluation theory and opening up new ground for research, this analysis identifies a need for structural change in the field of practice.

Details

Corporate Communications: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 2 November 2015

Jim Macnamara

Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and…

1818

Abstract

Purpose

Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, the purpose of this paper is to explore the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice.

Design/methodology/approach

This paper is informed by critical analysis of the large body of literature on M & E, analysis of M & E reports, and ethnographic research among senior management.

Findings

This analysis reveals that, along with long-cited barriers such as lack of budget, lack of knowledge and lack of standards, three other obstacles prevent demonstration of the value of PR and corporate communication. Based on critical analysis of literature and M & E reports and ethnography, this paper presents a new approach and model for M & E to help practitioners overcome these obstacles.

Research limitations/implications

This analysis and the approach and model presented address an area of concern identified in research globally, such as a 2008 Delphi study by Watson and the European Communication Monitor in 2011 and 2012. The findings provide theoretical and practical contributions to address the deadlock between normative theories of M & E and practical implementation.

Originality/value

The approach and M & E model presented make a significant original contribution to theory and practice.

Details

Journal of Communication Management, vol. 19 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 1 July 2004

Chun‐ju Flora Hung

This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational…

3724

Abstract

This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries.

Details

Journal of Communication Management, vol. 8 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Available. Content available

Abstract

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Journal of Communication Management, vol. 23 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 2 August 2011

Tom Watson

1405

Abstract

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Journal of Communication Management, vol. 15 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 28 October 2014

Craig E. Carroll, Nell C. Huang-Horowitz, Brooke Weberling McKeever and Natalie Williams

The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and…

3261

Abstract

Purpose

The purpose of this paper is to introduce the concepts of key messages and key message integrity, and examines their viability for communication management scholars and practitioners in evaluating media relations activities. Key message integrity addresses not only what messages transfer, but also how well.

Design/methodology/approach

The authors analyzed 18 nonprofit organizations’ key messages and the messages’ integrity levels using content analysis on one month of their news coverage. In-depth interviews with eight of their media relations practitioners helped validate the concepts and the results.

Findings

The authors found five unique categories and functions of key messages: information concerned with dissemination, raison d’être concerned with purpose, categories concerned with positioning, resource management concerned with accounting for resources, and social relevance concerned with legitimacy. Findings also revealed varying levels of transmission and message integrity across the categories. Interviews revealed insights into challenges for communicating organizational key messages to the news media.

Originality/value

This study lays the foundation for additional research on key messages and key message integrity as useful metrics for communication management scholars and practitioners.

Details

Journal of Communication Management, vol. 18 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 7 May 2024

Dmytro Oltarzhevskyi

This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.

310

Abstract

Purpose

This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.

Design/methodology/approach

The reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion.

Findings

Despite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research.

Originality/value

This work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication.

Details

Corporate Communications: An International Journal, vol. 29 no. 5
Type: Research Article
ISSN: 1356-3289

Keywords

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