There are three methods of measuring public relations.
Unlock the secrets to accurate measurement of public relations outcomes. Stay ahead in the PR industry with these expert tips.
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Methods of Measuring Public Relations
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Methods for Measuring Public Relations
There are three basic approaches to measuring public relations:
Please note: I recommend using the Sociological Method for measuring public relations.
The Traditional Method
The traditional measurement method is based on marketing logic. Marketing methods focus on media channels, demographic reach, and ad costs.
Examples of PR measurements:
Primary strength: Easy to calculate.
Primary weakness: Low quality for decision-making.
The Corporate Method
The corporate measurement method is based on general business practices. Corporate methods are focused on management theory and revenue. (Closely related to the Excellence PR Approach.)
Examples of PR measurements:
Primary strength: Fit well into corporate hierarchies.
Primary weakness: Misrepresent the value of PR.
The Sociological Method
The sociological measurement methodology is based on psychology. Behavioural methods are focused on attitudes and behaviours. (Closely related to the Rhetorical PR Approach.)
Examples of PR measurements:
Primary strength: Highly useful for PR.
Primary weakness: Not precise.
“Trust, openness, involvement, investment, and commitment are key dimensions in establishing and maintaining good organization-public relationships.“
Source: Public Relations Review 1Ledingham, J., & Bruning, S. (1998). Relationship management in public relations: dimensions of an organization-public relationship. Public Relations Review, 24, 55 – 65. … Continue reading
“Public relations models should be measured at the relational level and have a developmental component to better align with relationship management metaphors.“
Source: Public Relations Review 2Leichty, G., & Springston, J. (1993). Reconsidering public relations models. Public Relations Review, 19, 327 – 339. https://doi.org/10.1016/0363 – 8111(93)90055‑H
Learn more: Methods for Measuring Public Relations
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My Preference: The Rhetorical Approach
Approaches To Public Relations
There are three scholarly approaches to public relations (PR):
The Excellence Approach. This public relations approach focuses on objectives and corporate value creation. The underlying motivation behind the theory was that public relations were mainly a variety of tactical tools that desperately needed a management theory to work well in a sophisticated organisation.
Notable mentions: James E. Grunig, Larissa A. Grunig
The Rhetorical Approach. This public relations approach stems from ideas dating back to ancient Greece. It’s a psychological theory of how communication structures human culture by shaping human minds. The rhetorical approach is practical and lacks moral judgment.
Notable mentions: Edward Bernays, The Toronto School of Communication Theory, Robert Heath
The Critical Approach. This public relations approach is deeply rooted in theories of societal power dynamics. Power is seen as a means of exerting dominance, manipulation, and oppression. The critical approach borrows many ideas from the rhetorical approach by placing them in moral frameworks.
Notable mentions: Walter Lippmann, Noam Chomsky
Read also: 3 PR Approaches: Excellence, Rhetorical, and Critical
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Annotations
| 1 | Ledingham, J., & Bruning, S. (1998). Relationship management in public relations: dimensions of an organization-public relationship. Public Relations Review, 24, 55 – 65. https://doi.org/10.1016/S0363-8111(98)80020 – 9 |
|---|---|
| 2 | Leichty, G., & Springston, J. (1993). Reconsidering public relations models. Public Relations Review, 19, 327 – 339. https://doi.org/10.1016/0363 – 8111(93)90055‑H |
