<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></abstract>

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.

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

Department of Social Communication and Public Relations

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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...

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

Published Online: Apr 09, 2020

Page range: 109 - 129

DOI: https://doi.org/10.2478/minib-2020-0012

Keywords
public relations, measurement of the effects of PR activities, media monitoring, quantitative and qualitative research, challenges of the PR industry

© 2020 Przemysław Szuba et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Apr 09, 2020

Page range: 109 - 129

DOI: https://doi.org/10.2478/minib-2020-0012

Keywordspublic relations, measurement of the effects of PR activities, media monitoring, quantitative and qualitative research, challenges of the PR industry

© 2020 Przemysław Szuba et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
public relations, measurement of the effects of PR activities, media monitoring, quantitative and qualitative research, challenges of the PR industry