Methods of Measuring the Effects of Public Relations Activities Applied by PR Specialists in Their Professional Work

- Przemysław Szuba, MA, Dariusz Tworzydło, PhD

The purpose of the article is to identify the ways in which Polish PR specialists measured the effects of their own
activities in the last year and to analyze the universality of application of specific solutions. A comparative analysis
was also conducted based on available research on the tools used by PR consultants. The research was conducted
by means of an auditorium questionnaire during the Congress of Public Relations Professionals in 2019. The research sample was comprised of representatives of various organizations operating on the Polish market, 253 respondents in total. Analyses have shown that the use of broadly understood media monitoring is key support for people who build reliable relationships with the environment on a daily basis. It should be noted that the PR industry remains strongly committed to using the AVE indicator, despite the fact that both global and domestic industry organizations are seeking to limit its role in measuring PR effects.

Przemysław Szuba, MA, Exacto, Rzeszów, Poland — a graduate of sociology and journalism at the Catholic University of Lublin, currently deputy head of the Strategic Research and Analysis Department at Exacto sp. z o.o. Author of several dozen research reports and several scientific articles. In his professional work he focuses mainly on the analysis of the condition of the public relations industry and research of the PR community in Poland.

Dariusz Tworzydło, PhD, Professor at the University of Warsaw, Poland — Head of the Department of Social Communication and Public Relations at the Faculty of Information Journalism and Bibliology at the University of Warsaw. President of the Board of the Institute of Information Society Development and Exacto sp. z o.o. Author
of over 230 scientific publications, monographs, scripts, articles and research reports. Former President of the Board of the Polish Public Relations Association and member of the Public Relations Ethics Council. Adviser and consultant.

DOI: 10.2478/minib-2020-0012
MINIB, 2020, Vol. 35, Issue

Tłumaczenie w j. polskim

Resize of Open_Access_logo_PLoS_whiteAvailable in Open Access

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