The measurement and evaluation of PR communication

- Dalibor Jakus, M.Sc.

The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models of measurement and evaluation of PR communication – AVEs, Barcelona Principles and AMEC’s (2015) new Integrated Evaluation framework. The author suggest that measurement and evaluation programs must be part of communication strategy but also it has to have a model, matrix or guideline for analysing and measuring PR effectiveness within an organisation and the targeted audience it is aiming to reach.

Dalibor Jakus, M.Sc., Independent public relations consultant, Croatia – Dalibor Jakus, M.Sc. is an independent public relations consultant specializing in strategic communication, media relations and storytelling. He has over 15 extensive experiences in communication and marketing in the information technology and Internet industries that includes co-working with companies such as Apple and Logitech in terms of public relations. Also, Dalibor is Head of PR for World Festival of animation — Animafest Zagreb, Head of PR for the Conference on scholarly publishing in the context of open science in Croatia, and the author of numerous professional and newspaper articles in the field of new media art, culture, public relations and science.

DOI: 10.14611/MINIB.30.12.2018.17
Contact: dalibor.jakus(at)
MINIB, 2018, Vol. 30, Issue 4

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