engleski

Evaluation and Measurement Among Croatian Public Relations Professionals

This paper examines PR evaluation and measurement in the corporate sector in Croatia. PR evaluation is one of the most important questions for the future of the public relations profession. The authors analyse the PR metrics used in the corporate sector in Croatia. With the survey research, they question awareness concerning PR evaluation, frequency of evaluation performance, what is taken as a measure of PR efficiency, methods used and competencies for using certain methods, evaluation approaches for social media. Survey research conducted on a sample of 35 public relations professionals from 35 different organizations in Croatia shows that measuring the effectiveness of the public relations programme in Croatia is still not fully implemented in practice, but there is a high level of awareness about the importance of evaluation in public relations. Results show that PR professionals prefer to use quantitative methods and that they mostly use evaluation as summative research.

evaluation ; public relations ; corporate communications ; corporate sector ; PR metrics ; Croatia

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